Sandrine Delabrière Fast-tracking NPD. My challenge.

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Presentation transcript:

Sandrine Delabrière Fast-tracking NPD

My challenge

NPD process striking a balance creativity process...inspiration...intuition...leap of faith...surprise...challenge...rigour...planning...analysis...control...status quo

ideation NPD process incubationin-market

ideation NPD process incubationin-market creativity process

ideation incubationin-market idea generation Where time is spent technical development testingdecision-making

Optimize the structure - centralised + in the 80’s today

Optimize the process home-made process... fast-track process?

Optimize the team multi-functional clear leadership... 2 teams?

Optimize the team

Ideation Inspiration Structure...strong insights...strong ideas...how many?...how big?

Ideation. Strong insight

1 small insight to a big idea a well-expressed insight will lead to better execution

Ideation. Strong insight Build a bank of consumer facts keep asking why… why… why… share with the extended team

Ideation. Strong ideas Best NPD Market analysis...white spaces... + other categories Technology Consumer insights Company strategy

‘Manager la créativité’ - Thomas Paris Ideation accept some waste look for ‘dream teams’

Ideation. How many? Accenture August 2011 ‘among the 10 biggest players in the food industry over the last 4 years, there is little correlation between R&D spending or the number of product launches, and revenue growth’

Ideation. How big? Not only big bets... small ideas can grow... convenience can be big

Empower the project team Ideation. Prioritize

Incubation don’t over-test…don’t launch half- polished... Optimize the core idea...Make it happen

Incubation. Stick to the core idea DEFINE the core idea

Incubation. Stick to the core idea Its role to the Core: OWNABILITY

Incubation. Stick to the core idea Its role to the Core: think OUT OF THE BOX

Define the BUSINESS OBJECTIVES quick ££….? long-term win….? Incubation. Make it happen

Get SENIOR MANAGEMENT support Incubation. Make it happen

PROTOTYPE early & often

In-market Seize opportunities Launch

In-market. Launch BAD things can still happen… upscaling production... beware cost-cutting projects...

TRACK the progress...define the metrics...have them agreed...measure & communicate In-market. Launch

In-market GREAT things can still happen!

5 lessons from recent NPDs

1. Be ambitious

2. Be patient...

3. Never stop adding variety

4. Reinvent the obvious

5. Leverage emotions

Merci