FDIN: Quicker, Better, Cheaper NPD Is your NPD funnel the right shape? Claire Nuttall, 1HQ

Why we need it? Less loyal consumers Fewer competitive barriers Demand for the new and better

Defining the right brief

“If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” Albert Einstein

Asking the right questions…

Scoping the value equation

What value are you creating? NEED WHO VALUE

Meeting an existing need better? Meeting a new need? NEED What value are you creating?

NEED WHO I know it is for me It understands me It makes me happy What value are you creating?

NEED WHO VALUE measurable tangible indispensable What value are you creating?

The value is subjective What they believe What they see as the benefits

Consumers simply want… To solve their problems New solutions Better results Feel happier

Speed is a Competitive Weapon

“The primary factor in a successful attack is speed” Lord Louis Mountbatten

Why? How Fast? What Value? 7 months to launch from 22 months 60% increase on your sales if first

Leading players innovation is 30% faster than the average

Speed makes your brand stronger…

Right shaped funnel?

Ideal Real Ideas / Platforms for Growth

Solutions for more effective, faster NPD for growth

Start out right…

Real life exploration / experimentation Real life exploration / experimentation

ConvenienceTaste HealthValue Don’t forget the close-in wins

Maximise value through to launch

Ruthless Self Challenge

JFDI…

Thank you! For more information, please contact: Claire Nuttall, Senior Partner 1HQ Tel: