How Many Ideas ...
It’s said that it takes 3000 early stage ideas for each commercially successful new product launched, and whilst I like to think that my own firm somewhat betters these odds, it is clearly true that generating successful ideas is a major task. Idea generation on this scale needs direction and dedication.
Whether you have a formalized procedure for regular sessions, frequent ad hoc sessions, or contract out your generation, you need focus if you are to create and filter so many ideas.
As a marketer I feel a natural affinity with any process which begins with clear consumer insights, but I know how easily a blue sky session runs off into a never never land in which real world production and costing issues are rapidly abandoned.
There are I think three main areas of focus for most [food] companies.

● The classic Marketing group area best defined by Consumer Trends, Brand Values and Consumer Insights.

● The R&D groups responsibility for awareness of emerging technologies and the product possibilities that they may bring.

● The joint responsibility area best described as Brand Evolution in which product and pack developments are merged with consumer insights to develop fast track opportunities.
Focus on these three areas and even 3000 ideas may not seem too hard to achieve, as double Nobel Prize winner Linus Pauling said, “the best way to have a good idea is to have lots of ideas”.
Now all you need to do is decide which one is the winner!