The ripeness of ideas: Introducing too early or too late

Blog Roderik Sorbi – Senior Client Consultant

Every year DVJ Insights conducts expert interviews and questionnaires among CMOs and top marketers to gather the most important ingredients for brand growth. Last year’s theme was innovation. One of the things we noticed in our study is that more and more marketers see innovation as the biggest driver for growth. Last year 52% of those questioned. But we also see and hear that a lot of people still find innovation to be a challenge. Over 75% say innovation is too focused on the short term. The world has changed drastically in a few weeks. This has not only proven that innovations can be agile but above all, that innovations depend on when they are launched. How do you know that the time is right for innovations?

THE TRASHCAN

Companies put a lot of effort into coming up with interesting ideas. Lots of time, energy and resources. The downside of this is that the rigidity of innovation processes will start to play a role. The ideas that seem to resonate the fastest, make it through the innovation funnel. Especially now. Other ideas are often left behind. As a result, ideas may be thrown in the trash. Companies are at risk of letting go of ideas which may not resonate as well now but could be successful in 2 to 3 years. Sometimes companies and brands catch on to a trend too early. A trend that is still at a very early stage. Companies often notice a trend before the consumer has a need for it. The fact is, a critical mass is needed before companies run along with it. Which is a shame.

Wouldn’t it be nice if marketers could hold on to those valuable ideas for a while longer to see whether the time’s right at a later date?

So, they wouldn’t risk accidentally throwing out ideas? The time- and energy-heavy ideas can be retained, and structurally included in a screener with all new ideas every year. Because of this, you are constantly testing those “old” ideas along with the new ideas to discover those hidden winners.

SPELT AND CANNABIS PRODUCTS

A few examples. There was a company from the food industry which had put all types of ideas into a trend analysis. They put a lot of time and energy into dozens of new product ideas. Such as new propositions based on quinoa, spelt and gluten-free products. At the time, they had introduced the new products at a rapid pace, but they didn’t catch on. Afterwards, it turned out that they were two years too early with the introduction. The trends from England hadn’t caught on in the Netherlands yet. Nowadays, spelt and gluten-free are essentials. Some ideas are simply on the early side to introduce right away.

Another example is products based on hemp and cannabis. Today, cannabis propositions are starting to gain popularity. A development which started in Canada. In countries such as Germany, England and the Netherlands, you come across them more and more often, as a dietary supplement, natural oil, tea and even as a distilled beverage. Beverage group Diageo has expressed interest, Heineken subsidiary Lagunitas has already launched something and until recently there were rumours of a Coca-Cola partnership with Aurora Cannabis. If you had tested this idea a while back, it wouldn’t stand a chance. Now you can see that cannabis is becoming more and more popular in various foods and beauty products.

FUTURE POTENTIAL

In order to understand in time when certain ideas are gradually being accepted by more and more consumers, and to understand that it is the right time to conquer the market, it is important to stay in touch with the consumer in the different phases. With an Idea Screener, you can annually test all ideas, including those that you put back in the cupboard because they weren’t quite ripe at the time. Companies can gain quick insight into which ideas are ready to develop, which ideas are almost ripe, and which ideas might have incredible potential in a few years. Brands can play out the innovation process more efficiently and effectively, and you prevent accidentally throwing away something worth keeping.