sandrine delabrière fast-tracking npd. my challenge
TRANSCRIPT
Sandrine Delabrière
Fast-tracking NPD
NPD processstriking a balance
creativity process
...inspiration
...intuition
...leap of faith
...surprise
...challenge
...rigour
...planning
...analysis
...control
...status quo
ideation
NPD process
incubation in-market
ideation
NPD process
incubation in-market
creativity
process
ideation incubation in-market
idea generation
Where time is spent
technical developmenttesting decision-making
Optimize the process
home-made process
... fast-track process?
Optimize the team
multi-functional
clear leadership
... 2 teams?
Ideation
Inspiration Structure
...strong insights
...strong ideas...how many?...how big?
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
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
Get SENIOR MANAGEMENT support
Incubation. Make it happen
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...
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