SBR 55: How to uncover breakthrough innovation
Gareth wrote an article for the Grocer recently about BrewDog’s latest innovation – sauces of all things. To follow up on that, we thought we’d break down how great NPD is created.
Shoulda Woulda Coulda: The art of innovation
“So, we have capacity on the XX line. Can you come up with some NPD to fill it?”
If you've worked in brand management, you've likely heard some version of this. New product development often begins with what could we do with what we have? Rather than what should we do based on an unmet consumer need?
Of course, coulda, woulda isn't always a bad place to start. Nutella was born when cocoa became scarce, leading to a hazelnut-chocolate blend—an accident of necessity, not consumer demand. But relying on what’s available can be a limiting mindset.
Henry Ford famously said, "If I had asked people what they wanted, they would have said faster horses." Consumers can tell you what they need or struggle with, but they rarely articulate the solution. That’s your job!
The Power of Shoulda
A smarter approach begins with shoulda—understanding real consumer pain points. And you don’t need expensive research to do it. Just watch how people interact with products. Have a look at our blog on how to do research on a shoestring.
Take the case of a vacuum cleaner manufacturer. A professional cleaner swore he had no issues with the product—yet, when observed, he was constantly unplugging and re-plugging due to a short cord. He’d even fashioned a belt to carry multiple attachments. His problems were there, even if he didn’t name them.
Sometimes though, great ideas emerge from accidents, imagination, or even failure. Post-it notes? A failed attempt at a strong adhesive. The key is creating and nurturing a company culture where crazy ideas get the space to grow.
What separates winners and failures
Innovation only succeeds when it meets two conditions:
It solves a real need (even one that consumers didn't know they had!).
The innovator understands who has the need, what problem it solves, and how to communicate it compellingly.
Whether your NPD process starts with coulda, woulda, or shoulda, the real challenge is making sure it ends with something people truly want.
Key considerations:
· Does it strategically fit with your brand?
Is it a big enough opportunity for your business? (every business will have a different threshold here)
How competitive is the area? What is your ability to win?
Is it close enough to your existing business to be credible?
Is it distracting for you?
Where can you look/search for opportunities?
Your operating category
Adjacent categories
Category strategy
Category drivers
Macro trends
Product fundamentals
Prioritisation
· Size of prize
· Ease/ability to win
And then
· Quantify to realise the true size of the opportunity.
We have a sprint process for creating dozens of brand innovation ideas in an afternoon, and getting them tested and validated in a couple of days. Please get in touch if you’d like to find out more.