Our Approach to Successful Innovation
Our approach to Innovation, and fundamentally increasingly the predictability of innovation success is grounded in our understanding of Jobs Theory. Whether you recognize or not, consumers effectively ‘hire’ brands to complete ‘jobs’ in their lives. If the brand completes the job well, the consumer will most likely hire the brand again. If not, the consumer will seek out a new brand to complete that job in their lives. The success or failure of innovations in the marketplace rests with successful and complete completion of consumer jobs.