In today’s economy, Innovation is more urgent than ever - it fuels economic growth. However, the term "innovation" is often misused for simply ‘new’. As a result, 80% failure is the norm, and this is frightening by traditional standards. However, it need not be the case, Kitchen8 has 8 Antidotes, or remedies, to share with you, which are tried and tested in both Kitchen-8 and the wider industry, to overcome these poor bookmaker odds.

1. Antidote to
Innovation Failure
Brandfest
Sue Mulhall
Senior Consultant
21st May 2015
1@ Kitchen8 Confidential

2. 5@ Kitchen 8 Confidential
What is true
innovation
vs. simply ‘new’?
nothing
new
under
the sun
5@ Kitchen8 Confidential

3. 6@ Kitchen8 Confidential
CREATIVITY
IS THE POWER
TO CONNECT
THE SEEMINGLY
UNCONNECTED
—William Plomer
True Innovation
CxQ - Connectional Intelligence
– connection of disparate parts
or ideas into a coherent whole
. Serving an unmet need
. Product, service or reframing a
category or behaviour
. Not need to be first, but does
need to be disruptive

4. 80% innovation failure
is the norm
Credit: Flickr; Sicko Atze van Dijk 7@ Kitchen8 Confidential

5. 9@ Kitchen8 Confidential
We need to reverse
engineer our thinking
and processes

6. 11
“The competitors have just launched
a new fragrance variant, freshmint.
Let’s quickly respond with mintfresh.”
A vicious cycle of parity and price.
Dominant:
Reacting to a problem
. Identifying a unique opportunity,
anticipating market and
consumer trends.
. Grow and lead the market
through creating new demand.
Antidote:
Proactively pursuing
an opportunity
Antidote 1
@ Kitchen8 Confidential

7. 12
Antidote 1:
Proactively pursing an opportunity
@ Kitchen8 Confidential
Credit: www.lego.com Credit: V/Line Credit: Quicksilver
TRAIN TRAVEL SURFINGTOYS

8. 18
“The new product upgrade failed
consumer testing. What have we got
that we can launch quickly?”
Starting from what is available/
feasible.
Dominant:
Inside–Out innovation
. Starting from what is truly
needed or desired.
. Also looking to the outside new
behaviours, trends, other
categories for inspiration.
Antidote:
Outside–In innovation
@ Kitchen8 Confidential
Antidote 2

9. 19
Antidote 2:
Outside–In innovation
@ Kitchen8 Confidential
Credit: AP Photo/Christian LouboutinCredit: Quick Pod Credit: Chotukool
COSMETICS WHITE GOODSPHOTOGRAPHY

10. 25
“80% of consumers said they would
prefer to buy based on price and
would not trade up for a personalised
service or feature…”
People are notoriously bad at
predicting whether they would
actually want, like or use
something they have never
experienced.
Dominant:
Fact vs. implicit
insight driven
@ Kitchen8 Confidential
. “Ideas speak to the inaudible
whispers of the soul.”
. An idea is an abstraction.
Antidote:
Acknowledge 95% of
decision making is
implicit*
* Source: Harvard Business School Press,
Gerald Zaltman “How customers think”.
Antidote 3

11. 26
Antidote 3:
Acknowledge 95% of decision making is implicit*
@ Kitchen8 Confidential
Credit: BNZ Credit: FriskiesCredit: Migraine Tracking App
* Source: Harvard StartFragment Business School Press,
Gerald Zaltman “How customers think”.
HEALTH CARE PET FOODFINANCE

12. 32
“Let’s buy some new research. Let’s
redevelop this product that did not
work from scratch”.
Familiarity makes us all blind.
Resources of various kind become
invisible.
Dominant:
Missing the Elephant
in the room
@ Kitchen8 Confidential
Antidote 4
. Innovation can be at your
fingertips.
. Partner up to connect the dots.
Antidote:
Repurpose and
reinvent overlooked
resources

13. 33
Antidote 4:
Repurpose and reinvent overlooked resources
@ Kitchen8 Confidential
Credit: AAMII Credit: Toyota Credit: DeBeers
AUTOMOTIVE DIAMONDSINSURANCE

14. 39
“It passed the test, we can launch. It
failed the test, what now?”
One size fits all.
Can lead to ‘false negative’.
Dominant:
Off the shelf, passed
or failed testing
@ Kitchen8 Confidential
Antidote 5
Antidote:
Bespoke testing
and learning
. Use of fresh methodologies with
the idea in mind.
. Learn quickly, efficiently and in
real time and identify how to
pivot, if need be.

15. 40
Antidote 5:
Bespoke testing and learning
@ Kitchen8 Confidential
Credit: Pinterest Credit: SONY Credit: Pebble
TELEVISIONS SMART WATCHESSOCIAL PLATFORM

16. 46
“What is this project about? It’s the
first time I hear about this. Too much
money, operationally this is going to
be a challenge, leave it.”
Non-collaborative and with
limited buy-in of internal and
external stakeholders, consumers
included.
Dominant:
In-silos innovation
@ Kitchen8 Confidential
Antidote 6
Antidote:
Upfront co-creation
and ownership
. Rally stakeholders upfront
around common goals.
. To increase relevance of ‘brand
for me’, invite consumers,
shoppers and influencers to
participate.

17. 47
Antidote 6:
Upfront co-creation and ownership
@ Kitchen8 Confidential
Credit: Unilever Credit:Absolut Vodka Credit: Xiaomi
ALCOHOL MOBILEHAIR CARE

18. 53
“We need some news to share with
consumers and customers for next
year. What can we change or add to
the product?”
‘Real’ NPD generally only takes
place every 5 years.
Dominant:
NPD is the answer
@ Kitchen8 Confidential
Antidote 7
Antidote:
Commercial
Innovation, not just
NPD
. Change how you talk about your
product, rather than change
your product.
. Opportunity to be local in the
increasingly globalised world.

19. 54
Antidote 7:
Commercial Innovation, not just NPD
@ Kitchen8 Confidential
Credit: MC Donald’s Credit: Charmin Credit: Speaking Exchange
TOILET PAPER EDUCATIONFAST FOOD

20. 60
“And when did you say this will be
ready for launch? Can’t we launch
any sooner? Yes, Q1 2018”
By the time ready, the market has
moved on.
Or worse, a false positive on the
premise of what you are
perfecting.
Dominant:
Perfect and Launch
@ Kitchen8 Confidential
Antidote 8
Antidote:
Launch and Perfect
. Make sure you are building the
right ‘it’ before you build it right.
. Get a POV, create commercial
innovations to start owning the
territory before NPD is ready.

21. 61
Antidote 8:
Launch and Perfect
@ Kitchen8 Confidential
Credit: Apple, Ipod Credit: Coca Cola Company Credit: Eric Ries
BEVERAGES TECHNOLOGYCONSUMER ELECTRONICS

22. 66@ Kitchen8 Confidential
Antidote 8 summary
1.Proactively pursue opportunities
2.Outside In innovation
3.Acknowledge 95% of decision making
is implicit
4.Repurpose and reinvent
5.Bespoke testing and learning
6.Upfront co-creation and ownership
7.Commercial Innovation as well as NPD
8.Launch and Perfect

23. About Kitchen8
15@ Kitchen 8 Confidential

24. 16@ Kitchen 8 Confidential
Welcome to
Kitchen8
We are an energetic
global brand innovation company.
We accelerate growth for
our clients by reinventing their brands,
products, categories and business models in
ways that people love and share.

25. 17@ Kitchen 8 Confidential
A few things
about us
4 years old, doubling in size
every year.
Best of East and West, with companies in
London and Singapore and Kitchen8
representation in 5 continents.
Worked in 40+ countries across continents.
Experience in virtually all categories.
Client list includes Bata, P&G, Electrolux,
Nestle, SCA, Pfizer, Bioderma, Baccarat and
Danone.
All growth has come through clients’ referrals.

26. 18@ Kitchen 8 Confidential
Global brand architecture for
hygiene brand.
Brand repositioning for
international luxury tour operator.
Body care product innovation in
Malaysia and Singapore.
Pro-bono work for Singapore-based
charities.
Recent projects
Launch of a new premium bottled
water for global roll-out.
Brand repositioning for global
domestic appliance brand in Asia.
Category innovation for food dip
brand in the UK.
Global business model optimisation
for international skincare brand.

27. 19@ Kitchen 8 Confidential
Purpose
8 out of 10 brand launches fail. We find it
unacceptable and want to reverse those odds.
From failure to prosperity.
The number 8 is a mark of prosperity in our
native Asia and symbolizes the growth we want
to create for our clients.

28. 20@ Kitchen 8 Confidential
Belief
We believe brand failure happens
for a number of reasons:
is created from the inside-out,
rather than from the outside in
fails to recognise the implicit nature
of human needs & wants
overlooks assets familiarity has made become
invisible
is non-collaborative, nor co-creative
focuses on expensive NPD.
In our kitchen, we don’t.

29. 21@ Kitchen 8 Confidential
In the kitchen
Stomachs are fed, senses are delighted,
emotions surface. Relationships are nourished.
People come closer, listen more, make food
together, share conversations and plates.
In the kitchen truths are told. Inspiration is
found. Creativity and energy flow. Bettering
and experimentation are natural.
In the kitchen, proven and new ingredients are
mixed, ideas flourish and new recipes are born.
Risks are taken, mistakes are learnt from.
Freshness and goodness make the
difference and what’s in the pantry is used first:
good kitchens waste
neither time nor resources.
The kitchen and what it stands for inspires our
culture. It’s our how.

30. 22@ Kitchen 8 Confidential
Method
Freshness
We decode implicit, untapped consumer needs &
desires
Inclusion
End-to-end co-creation with
clients, consumers and whoever plays a role in
delivering brands
to their audiences
Thriftiness
Unlocking and repurposing of overlooked assets
Speed
Creation of lean brands and product that are faster
to the market that it’s waiting for them.
Sustainable Growth
Growth made quicker, greater
for longer.

31. 23@ Kitchen 8 Confidential
Tools
The kitchen is the place where creativity is
always followed by action. At Kitchen8 we have
developed a special mix to turn our fresh
thinking into innovation that unlocks and
accelerates growth.
We can also help with trends and consumer
understanding, workshop moderation, brand
and communications strategy or portfolio and
architecture work.
Yet, we particularly like to create opportunities
by sharing our fresh method and tools.

32. 24@ Kitchen 8 Confidential
WEST
London
daniela@kitchen-8.com
+44 (0)7425 735371
hellolondon@kitchen-8.com
www.kitchen-8.com
EAST
Singapore
sue@kitchen-8.com
+65 9117 4031
hellosingapore@kitchen-8.com
www.kitchen-8.com