$750 million of new sales using Predictive Innovation
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The consulting firm A.T. Kearney published results of a client who reduced their concept development cost by 400% and generated $750 million in new sales by using Predictive Innovation. Well on the way to $ 1 billion from just one client. They are a large consumer goods company so you can likely outperform their results. Since I formalized Predictive Innovation over 12 years ago people asked for case studies about the success of using it. Hopefully, this will satisfy the fence sitters and get this innovation revolution rolling.
Some of the other results are equally fascinating. They increased their concept-to-new product conversion ratio by 9x. That type of improvement is typically unheard of in big companies. Keep in mind that their ratio is still only 27%. They can easily increase it another 3x for a total of 27x. Imagine how much your top line would grow if you released 27 new profitable products.
They also increased their project success rate 2.5x from 20% to 50% which is still low but 2.5x success meant a 300% return on investment. That beats the stuffing out of the stock market.
If you work at a large company this proves you can make large improvements. Their results were not a special case. In fact, they were low. You can do much better especially if you are in a low innovation industry. You have more opportunities for big improvement. And if you are in a high growth industry the sky is the limit. The important thing is there is a proven method to reliably create high value innovations from readily available resources.
I’ve been publicly saying for over 12 years you can predict innovation. You can get reliable results. You can drastically increase your sales and your new product success rates. Hopefully now that big firms are announcing the benefits more people will ask me to help them create the innovation results I’ve demonstrated are possible.
How are Predictive Innovation and Evangelism Marketing related?
The world business environment has fundamentally changed Customers can now both find and filter information to get what they want. This means traditional interrupt based advertisement is losing its effectiveness. At the same time customers can search the entire world for exactly what they want. Technology is also making it possible for customers to easily build more of what they want for themselves. So to succeed you need to:
Provide exactly what the customer wants, when the customer wants it, in the way the customer wants, and for the price the customer is willing to pay.
And you must communicate to customers you have what they desire while the customer is actively trying to ignore you because so many others are trying to get their attention.
Innovation gets you half way, but you can’t just innovate, you must Predicatively Innovate to stay ahead of the competition. And how do you communicate something new to people who are ignoring you? Search based marketing won’t work very well because people must first know something exists in order to search for it. That is why Evangelism Marketing is so important.
The great news is Evangelism Marketing doesn’t just introduce a new product; it builds the confidence of each level of user from early adopter to mainstream to late comers. But it’s not just a technique for selling. Evangelism Marketing guides the processes of innovation. In order to get customer to freely sell your product for you, you must first Make them so happy they want to do it. Giving them exactly what they want when they want how they want in the way they want for the price they are willing to pay is essential to Evangelism Marketing.
Evangelism Marketing is a relationship. You are helping someone by giving them information. They in turn give you back information and continue to spread the information you gave them. You might say surveys and marketing research does that, but it doesn’t. How do you get someone to take a survey? Often you can’t. Even with bribes it’s hard and the data is frequently heavily skewed. What about getting customers to freely spread the message? Traditional top down concepts don’t work in a distributed environment. More power, more widely spread is the wave of the future. There are HUGE opportunities for people willing to embrace it and horrible disruption for those that cling to the old way. Which will you be?
Predictive Innovation Training
Predictive Innovation: Core Skills Book
RoundSquareTriangle.com