Co-creation for innovation requires a considerable shift in attitude and mindset for it to work effectively…
Welcome to The Distillery Bar - the place where we share our latest thinking and ideas on innovation process, strategy, research and trends. Helping to keep the innovation, marketing and insight community ahead of the curve.
What is “The Not Normal Issue” and why does it hamstring ideas before they’re even out of ideation?
Two characteristics of human nature that mean the most innovative ideas in consumer research often get rejected.
How does “The Herd Effect” cripple the best ideas before they even get out of ideation?
Our founder Natalie will be speaking alongside the likes of Facebook, Rightmove and Vodafone.
Product positioning statements are fatally flawed and self-sabotaging. Here are the 3 reasons why.
Business history is unfortunately plagued with examples of companies that have paid a high price for not innovating (AT&T, Yell, Kodak…). So, what questions should you be asking yourself to avoid missing out?
Why does asking for category experience often not get you an agency who will deliver for you? And what are you really after when asking for category experience?
Consumers don’t always need new products, they just need better reasons to use existing ones. One way to breath new life into your product without changing it is to add a ritual.
Elitism is not just a political disease; it’s a marketing one also. Let us marketeers take a long, hard look at ourselves…
Here are our 4 top tips to get your senior management team engaged in solving problems with you…
We explore what governs intuition in the first place and how you can use it for better insight interpretations and marketing decisions…
We review the more natural and healthy ways to fuel your ideation participants’ creative efforts…
The test & learn approach can threaten the future success of a newly launched product or service…
Why you shouldn’t hastily rush in to filling an innovation pipeline..
How do you launch an idea that requires a behavioural change from consumers? Here are some simple rules…
We all know that innovation can be challenging. The most difficult part is figuring out what kind of ideas you should be coming up with in the first place.
Unfortunately, for those looking to learn something they can apply to their own innovation efforts, the sudden moment of discovery can be very misleading.
Peoples’ creative problem solving abilities come to the fore when we are doing and experimenting rather than talking and planning.
Like death and taxes, commoditisation is a given. So what’s a business to do? Every product and service can be de-commoditised. See what we suggest here…
We believe that the key personal attribute of a great innovator is curiosity.
A well researched and executed brand repositioning brings fresh opportunities…
As innovators our purpose, is to create innovation with purpose.
Being able to root out nasty little assumptions in ideas and knowing what to do about them is an innovator’s secret weapon
So using the idea of an ultimate hangover cure we have put it through our 10 Point Optimisation Test.
Helping consumers to experience and feel things when you’re asking for their input on innovation is critical
Idealings are little nubs of ideas; unformed utterings; brief moments of inspiration. You need lots of them before getting to a fully fledged idea.
Preserve the potential success of your product or service innovation during the development phase with these 3 simple tips
80% of us are optimists. We do not learn from our mistakes of optimism. This can be dangerous for innovation.
Many studies suggest that subtle cues in our physical environment influence creative output.
Creativity is born from butting up against things and finding ways to make something work in a different way.
When new ideas are born they are often ugly. They’re scary. Great ideas do not come fully formed. They will look very different to how they’ll end up.
Gender innovations stretch brands in new directions, but brands such as Lynx, Porsche and Gillette have done this successfully.
Often we find businesses are full of ideas. They just are not given the opportunity to get out.
A high scoring innovation concept is taken to market with much expectation, yet it bombs.
Businesses seldom struggle to generate ideas. How do you predict which will be winners?
As only one in ten NPD concepts make it to market, we have to ask: has our perfectionist approach doomed it to failure?
Brainwriting is an idea-generating method that involves everyone in the group equally.
How often do you see an existing brand take a really big leap forward with a new innovation? Not very.
The value of having close agency partnerships is unquestionable, but does this make them the best choice for innovation?
Prototyping has long been trumpeted as key to innovation success.
You are in fact not average.
At The Strategy Distillery, we worked out long ago that no good product innovation came of looking on the bright side.
The Strategy Distillery shows you how to develop the best possible product claims for a new innovation or NPD.
Many brand repositionings go unnoticed by consumers and are totally ineffective.
The 4 key questions to answer to ensure that your product proposition is geared for innovation success.
To innovate successfully, we should learn that we don’t need to have all of the answers…
Our tips on how to gain approval of your brand strategy plans and ideas…
Traditional concepts and focus groups are not an effective way to build innovation ideas with consumers.
Every innovation process starts with learning, and learning depends on observing and questioning.
The most common failure of ideation sessions in the innovation process is not that they don’t generate ideas; it’s that they generate the wrong ideas.
Getting decision makers to key meetings is so influential on whether an innovation project makes it to market or not.