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Executive Leadership Tracks
Innovating Beyond Product: Driving Behavioral Change to Build
New Businesses Saturday, July 30 • 9:00 AM – 10:00 AM • Theater
Kevin Hartley, Chief Innovation Officer, Keurig Green Mountain
Karl Ronn, Managing Director, Innofolio
Simon McLain, Global Leader, Customer & Marketing Strategy, Principal, Deloitte Consulting LLP
Moderator
Tom Schoenwaelder, Chief Commercial Officer for Doblin, Principal, Deloitte Consulting LLP
Headline Verdana Bold Innovating with Consumer Behavior Going beyond product July 30th, 2016
Innovation and Behavioral Design: Going beyond product Copyright © 2015 Deloitte Development LLC. All rights reserved. 4
Meet Our Panel
Simon McLain Principal and global leader of Deloitte’s Customer and Marketing Strategy practice, Deloitte Consulting LLP
Tom Schoenwaelder Chief Commercial Officer of Doblin/Deloitte, Consulting LLP
Kevin Hartley Chief Innovation Officer of Keurig Green Mountain
Karl Ronn Founder of Innofolio
Innovation and Behavioral Design: Going beyond product Copyright © 2015 Deloitte Development LLC. All rights reserved. 5
“In more than 20,000 [product launches] since 2008, there have been 74 [breakthrough innovation] winners...”
…but 90% of these are Product Line Extensions.
According to the June 2015 Nielsen Breakthrough Innovation Report
Innovation and Behavioral Design: Going beyond product Copyright © 2015 Deloitte Development LLC. All rights reserved. 6
What isn’t CPG doing, and how can we catch up?
Innovate outside of product
Design for consumer behavior
Develop capabilities to innovate systematically
Innovation and Behavioral Design: Going beyond product Copyright © 2015 Deloitte Development LLC. All rights reserved. 7
Innovate outside of product
Network Connections with others to create value
Process Signature or superior methods for doing your work
Product System Complementary products and services
Channel How your offerings are delivered to customers and users
Customer Engagement Distinctive interactions you foster
Profit Model The way in which you make money
Structure Alignment of your talent and assets
Product Performance Distinguishing features and functionality
Service Support and enhancements that surround your offerings
Brand Representation of your offerings and business
Innovation and Behavioral Design: Going beyond product Copyright © 2015 Deloitte Development LLC. All rights reserved. 8
Harry’s: A polished shaving system sold by subscription...
7 TYPES:
Innovation and Behavioral Design: Going beyond product Copyright © 2015 Deloitte Development LLC. All rights reserved. 9
Design for consumer behavior… and learn from outside of CPG
Between Jan 2008 and Jan 2009:
• The U.S. auto market fell 37%
• U.S. Hyundai sales went up 14%
• Hyundai sold 435,000 cars
• <.01% of customers used the program to return their car
Innovation and Behavioral Design: Going beyond product Copyright © 2015 Deloitte Development LLC. All rights reserved. 10
Develop capabilities to deliver results systematically…
GOVERNANCE
PIPELINE / PORTFOLIO
MANAGEMENT INNOVATION
STRATEGY SENIOR
LEADERSHIP FUNDING
TALENT MANAGEMENT
EXTERNAL ATTRACTION
INNOVATION TOOLS
NON- / FINANCIAL REWARDS
PROCESS
INNOVATION METRICS
COLLABORATION
MANAGING THE PORTFOLIO
CONSTRUCTING, BUILDING AND SCALING INNOVATION
SETTING THE STRATEGY
FUELING INNOVATION
Innovation and Behavioral Design: Going beyond product Copyright © 2015 Deloitte Development LLC. All rights reserved. 11
Where do I stand… and what can I do?
Our Innovation Index maps innovation maturity of nearly
50 major CPG companies
This communication contains general information only, and none of Deloitte Touche Tohmatsu Limited, its member firms, or their related entities (collectively, the “Deloitte Network”) is, by means of this communication, rendering professional advice or services. Before making any decision or taking any action that may affect your finances or your business, you should consult a qualified professional adviser. No entity in the Deloitte Network shall be responsible for any loss whatsoever sustained by any person who relies on this communication. Copyright © 2016 Deloitte Development LLC. All rights reserved.
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