Innovation Accelerator

Are you falling behind the market on innovativeness?

Is your new product pipeline dry?

Are you struggling to find innovative ways in which to engage your target customer (or consumer in B2C industries)?

EMM Group’s approach to innovation is simple, practical and action-oriented. The key principles that underpin our innovation offering are:

• Customer-centric approach: We are big believers in starting with the customer rather than with a product/technology idea. Sounds obvious, but often a tripping point for many product-centric companies.
• Focus on pain points: We find that addressing customer pain points often gives more powerful innovation ideas rather than trying to understand their idealistic need state.
• Leverage insights: Innovation ideas are more powerful when they are based on a deep and rich understanding of not just the target customer’s behavior but the underlying need/attitude that drives that behavior.
• Develop platforms: Innovation platforms are functional or emotional benefit areas that the brand has a unique way of addressing. An example of an innovation platform is cold and refreshing for Coors Light that has led to a spate of innovations such as cold-activated labels and the silver bullet campaign.
• Accelerate through multiple perspectives: Innovation ideas can be identified and enriched when they are created by a cross-functional group of people that represent multiple stakeholders – R&D, marketing, sales, channel partners, suppliers, customers, academicians and others who together represent the entire ‘system’. This accelerates the identification and prioritization of ideas.

We offer an Innovation Accelerator that is based on the Decision Accelerator methodology. This cross-functional session assembles the ‘system’ with multiple stakeholders represented to help shape innovation ideas and get decisions made on priorities. It accelerates decision making and compresses the time of months of activity into the matter of a couple of days. The Innovation Accelerator uses EMM’s proprietary ‘4-Design’ approach with team-based activities to identify innovation ideas.