The Innovation Diaries

Friends and family are very important to us at ?What If! so every year we invite them to come hang out with us for an evening and get a better idea what the hell we really do! Last night we had 30 of our favourite people come explore our offices, learn about how we work […]

To sell its classic Oreo cookies in China, Kraft foods realised that a ‘one size fits all’ approach wasn’t going to work.
The company reformulated the brand for Chinese tastes and also capitalised on the country’s growing appetite for milk by pushing the behaviour of having cookies with milk. Not too proud to compromise the product, […]

One of the most exciting areas in innovation, especially for a techno-geek like myself, is the concept of disruptive innovation; ideas that are revolutionary, not evolutionary; ideas that change the basis of competition; ideas that force followers to react. Think of digital photography, the Nintendo Wii, downloadable media, hybrid cars. But disruptive innovation can only […]

Over at Signal Vs. Noise they’ve got an interesting little thing on airlines making small tweaks for huge impact, which reminded me of a story we heard from Southwest Airlines …
Collecting empty cups after a landing, flight attendant Rhonda Holley noticed Southwest’s logo printed on the plastic trash bag. Two things struck her - first, […]

We have started a sharing group; it’s made up of people who work within the culture and people teams of some great companies. We meet once a month to share and steal ideas from each other on various topics. Last month we all met for the first time and talked around culture, its no secret […]