Utilizing Insights From Diverse Networks to Create Breakthrough Product Performance
Situation: A global nutrition company was on the verge of launching a new product line. They had scientific evidence from inside and outside the company that validated the safety of specific ingredients used within their product. In short, their business model was “set”.
The Catch: Despite the objective science and data from multiple parties, pre-launch consumer feedback was quite negative. There was a mistrust of some of the ingredients in the company’s products, and a large perception that these ingredients could cause harm to children.
Innovative Actions: The team in charge of the product category participated in one of Third Angle’s Action Lab Experiences (TALE™) and Networks for Learning, featuring participants from a wide range of industries and companies.
At the Lab Experience, they met with a thought leader who was working within health and wellness, but who had previously been a globally recognized leader in adult entertainment. She reflected on her experience of market perception, and in some cases, the futility of fighting against it. Her feedback, combined with the tools and exercises of the TALE™, spurred the team to begin reframing its thinking, and to start looking for a “third angle” to bring a nutritious product to the market in a new and trustworthy way.
To pressure test this new path, we held a second consultative workshop that included our experienced leader from an entirely separate industry, providing an unusual and thought-provoking point of comparison. We led the workshop by challenging the team’s thinking and creativity to find new paths to value for the product category
Growth & Value: Through this course of workshops, the company decided to change their product formulation, featuring acceptable ingredients and processes that everyone could get behind. After its launch, the company quickly became the global market leader in their category, translating to exponential gains in growth, revenue, and widespread, positive reputation.