Building A Nimble Innovation Pipeline
The Approach
To identify key cultural shifts that could inspire long-term innovation, we looked for inspiration at the nexus of people, culture and category macro trends. As such, we conducted secondary research, looking at the visual codes and cues in the category … and talked to experts in this space (e.g. star bartenders, master distillers and writers in the beverage industry). From there, we develop what we call “dig sites” – macro platforms that are the springboard for a lively day-long Ideation Sprint. Together with the client team, we then built out ideas and identified which ones had the most energy — which The Sound then optimizes and scrappily pressure tested.
The Impact
Having such a nimble, iterative approach to innovation leads to ideas that can quickly proceed to creative and product development briefing. Additionally, including a multi-functional team in our Ideation Sprints ensures that the ideas have buy-in … and are based in reality. Along with a slew of inspiring concepts, a new strategic process emerged — one that sets a foundation for the future of innovation at the company that all employees can rally around.
Case Studies
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