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.
Breakthrough Myth 1:
Only fast-growing categories
produce big innovations
Breakthrough Innovations come
from a variety of categories.
Breakthrough Myth 2:
Only big companies can launch
Breakthrough Innovations come from companies of all sizes.
Breakthrough Myth 3:
There's a magic number for advertising spend
Advertising spend in year one varies widely for Breakthrough Innovations.
A successful activation strategy depends on many factors—and doesn’t always require a big advertising budget.
Breakthrough Myth 4:
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%.
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.
<... Explore These Examples ...>