What new products and services should we be developing?
How do we position our upcoming product launch, and who should we target?
Successful Innovation is the cornerstone for brands and services to remain relevant with consumers and grow. Innovation is often centered around identifying unmet needs. While it sounds easy, often we fail because identifying an unmet need isn’t enough, and not all innovations are born out of current needs – met or unmet. In order to find real consumer truths that can drive innovation, the “jobs” consumers hire and fire products for must be identified within the context of the consumer’s life.
Our approach to innovation focuses on three areas: white space opportunity through a Jobs to Be Done landscape, understanding which jobs a new product or service will get hired for through a Reverse Jobs to Be Done approach, and identifying new categories brands have natural affinities for through our Brand Extension Framework.