May 08
May 08
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, […]
Apr 29
Most objections against innovative ways to unearth exciting possibilities and opportunities are not actually a “No” at all.
When you ask people if they want to do something (for example “Let’s go and live with our customers for a week to discover how they actually use our products”), their consciousness will quickly rebound with what most […]
Feb 27
First, a disclaimer: I’m a huge fan of Michel Gondry. I’ve been following his work since he cut his teeth making TV commercials, around half of my top 10 music videos have him at the helm, and Eternal Sunshine of the Spotless Mind is one of my favourite movies of all time. But still […]
Feb 21
We’ve been using our opposable thumbs and overgrown brains for the purpose of innovating since we came down from the trees and lost our bad posture. And our innovating thumbs have served us well – from first gripping a dye-soaked cave-painting reed, to cuing up Icky Thump on my Nano’s click wheel.
But until recently, I […]