From the moment they wake up
In the morning, until they go to
sleep each night...

Consumers rely on hundreds of different products to get through a typical day—and they have thousands of choices when it comes to selecting these products.

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In 2013, 60,211 new products were launched in the United States
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At the typical supermarket American consumers have more than 40,000 products at their fingertips.
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Given all the choices consumers have, some might think it's impossible to breakthrough. It's not
It's Not

Breakthrough Myth 1:

Only fast-growing categories
produce big innovations

Breakthrough Innovations come
from a variety of categories.

False
Market
Question 1
Close Response 1

Breakthrough Myth 2:

Only big companies can launch
big innovations

False

Breakthrough Innovations come from companies of all sizes.

winning
Companies
Ranged in
size from

Small  Company Large Company
Click to Find Out!
Close 23% of winners are New Brands

Breakthrough Myth 3:

There's a magic number for advertising spend

Advertising spend in year one varies widely for Breakthrough Innovations.

False
Median Spend

A successful activation strategy depends on many factors—and doesn’t always require a big advertising budget.

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Question 1
Correct Response
Incorrect Response
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Question 2
Correct Response
Incorrect Response

Breakthrough Myth 4:

For Innovation,
Failure is a law of nature

A demand-driven innovation approach—including predictive consumer analytics and optimization technologies—can help companies increase the average success rate for new products from 15% to 75%.

False
75%

Breakthrough Myth 5:

Innovation success is random

While there's not a single formula for successful innovation, there is a repeatable science to it.

The foundation of all Breakthrough Innovations is solving for a specific "job to be done" —
an unmet consumer need or circumstance of struggle.

False
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<... Explore These Examples ...>

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Breakthrough innovation can be achieved by any company...

True
Of any size
In any category
Within reach

To learn more, download the 2015
Breakthrough Innovation report.