Breaking Into Existing Routines – What Makes Shoppers Take A Chance On Something New?
From Innovation to Growth – Part 1
There is no Silver Bullet
Why do some new products take off while others disappear almost unnoticed? It is tempting to search for one decisive factor: the brilliant idea, the perfect price, the powerful brand or simply enough marketing pressure. But there is no silver bullet. Innovation success is shaped by multiple factors at consumer, category, brand and product level.
One is fundamental: consumer relevance. As Lucas Hulsebos argues in The Growth Decision¹, successful innovation starts with situations and tensions in people’s lives. Novelty creates little value unless an innovation addresses something people actually care about. But relevance alone does not guarantee adoption.
