Brilliant Insight. What it is and how to get it.

I’ve said a number of times in the past that brilliant consumer insight is fundamental to successful new product development and buy-in from retailers. But where does all this brilliant insight come from? While there are all kinds of academic ideation processes, I think most of that is bullshit. People are creative by nature. If… Continue reading Brilliant Insight. What it is and how to get it.

5 Things You Need to Know Before Presenting to a Retailer

Nail these five questions and you’ll be positioning yourself for new product ranging success in no time… 1) What is the retailer’s strategic aim? Each retailer has an over-arching strategic aim that they are working towards. If you can frame your new product presentation in terms of the retailer’s strategic aim, the Category Manager will… Continue reading 5 Things You Need to Know Before Presenting to a Retailer

New Product Development… A No Bullshit Approach

There are a whole bunch of academic-style new product development processes out there – Google “new product development” and you’ll see what I mean. Stage-gates, steps and phases… blah blah blah. FMCG / CPG product innovation isn’t rocket science. Basically it involves improving an existing product (incremental innovation), extending an existing product line (new flavour… Continue reading New Product Development… A No Bullshit Approach

Establishing Credibility When Presenting to Retailers

According to entrepreneur.com approximately 90 percent of new products fail. This is a very depressing statistic so if you’re just starting out in this game you might need an extra hand to establish credibility. Approaching a retailer with a half-baked idea, brand or product is not going to help your chances. Presenting your product to a retailer… Continue reading Establishing Credibility When Presenting to Retailers