Red Marker

Innovation is a blend of unbiased and open-minded blue sky work, brutally disciplined analytical assessment, and pragmatic consumer research.

In today's highly competitive, and costly, marketplace, successful innovation must fulfill four requirements:

  1. it must address proven consumer needs
  2. provide a valid, unique solution to those needs
  3. the solution must be easily understood by consumers
  4. it must be marketable at a reasonable cost

Our team works in a collaborative way to break down the management silos that exist in many companies in arriving at actionable innovations that meaningfully impact our clients' long-term business. There are few “silver bullets” that immediately energize consumers, but there are certainly products, product attributes, structural packaging, and alternate approaches to various business functions (e.g., customer service) that greatly strengthen a company’s competitive position and builds consumer loyalty.