1. Average consumers create average products
Henry Ford, put it: “If I had asked people what they wanted, they would have said faster horses”.
2. Create an innovations process
Start by establishing clear ‘gates’ that force you to meet clearly-defined goals along your NPD journey. Secondly, ensure a good mix of divergent and convergent thinking at different stages.
3. Co-create with influential consumers
Focus groups are a very blunt instrument for innovation. If you can’t get access to truly influential consumers, don’t bother attempting co-creation: it doesn’t work very well with a room full of random laggards.
4. If content is king, then context is queen
If the idea looks perfectly formed, then there is nothing left for them to co-create. Sketches invite constructive criticism better than finished artwork.
5. ‘Above average’ is not a measure of success
Believe in numbers but also believe in comparing the influentials’ opinion with the masses.
6. Online versus offline
Don’t rely on the online world to guarantee your success.
7. Seeding for success through word of mouth
Word-of-mouth combined with other media “generates 25% increased impact”. Seed through influential consumers for success. Seeding without influential consumers is just expensive sampling.