A great source of new sales growth is with your existing loyal customers. After all, they already understand the category, they trust your brand, and you have an existing relationship – meaning you’ve been given permission to interact with them. When I say loyal...
By John Sweeney & Elena Imaretska One of the most common excuses we hear from folks who are reluctant to embrace innovative thinking is that they “are not creative” or not “right-brain thinkers.” We like to gently remind them that the...
When using the Attribute Dependency technique, you’ll reach a point in the function follows form process where it’s time to make adaptations to your concept. That’s where you try to improve the concept and put more definition around it. One way to make adaptations...
Imagine you’re driving down the highway, and you notice a flag waving in the distance. But something’s not right. The flag is upside down. You’d notice it right away because it’s not in its usual position that you have seen hundreds of times before. We all have this...
When you try on a new piece of clothing, like a shirt or a new jacket, what do you see when you look in the mirror? If you’re like most consumers, you’re not looking at the clothing. Rather, you’re looking at yourself and thinking about how that new clothing fits the...
On any given day, it’s estimated that 1 in 25 hospital patients in the U.S. has at least one healthcare-associated infection (HAI), according to the Centers for Disease Control and Prevention. That includes pneumonia; gastrointestinal illness; or infections of the...
