Michelle Greenwald is CEO of Catalyzing Innovation, a global, cross-sector innovation hub that includes: - The book Catalyzing Innovation: A tool to help companies innovate more systematically & creatively - Inventours™ curated visits with leading global innovators across sectors to improve corporate innovation processes - Corporate innovation training & in-market team building, observational retail safaris - Executive Education in New Products & Services Development, Entrepreneurship & Innovati
In 2013, the Brazilian World Cup Soccer Team asked Gatorade how it could optimize team member performance in preparation for the 2014 World Cup, with formulas customized based on each athlete’s unique hydration needs. Since then, Gatorade and New York based Smart Design, the product and service design consultancy, have collaborated through 8 phases of a highly iterative process to envision, develop, and optimize an ecosystem of new product and services known as Gatorade Gx.
Initiating an ambitious innovation program can be daunting, but according to Tucker Fort, Partner at Smart Design, “The most important thing is to start quickly with a hypothesis based on business assets and brand values and supported by broader macro trends. The hypothesis doesn’t need to be perfect, but it must envision a compelling future state and allow for shorter term experiments to build confidence. A strong hypothesis, such as “Every athlete is unique” is more than one good idea.
These benefits extend Gatorade’s brand equity into adjacent market segments. As Xavi Cortadellas shared, Gatorade expanded its: Step one of the entire project was testing the sweat of each of the Brazil National team’s 23 players. It confirmed each athlete’s sweat rate and composition was different and set the ball rolling.
During app onboarding, high school athletes skipped past text heavy information screens that explained daily and practice modes. Enabling users to select personal color-coded lights for each mode, made onboarding more engaging and easily remembered. Make the patch readable when taken with the opposite hand from many angles, against a range of skin tones, under different light conditions, using optical recognition software.
To succeed with radical transformation in a large organization, Xavi Cortadellas is a proponent of the 5 concentric circles approach to bringing key stakeholders on board to believe in and support the vision. The 5 stakeholder groups include in sequential order: There are many ways to measure success of an initiative like Gx. Quantitative, and strategic metrics include:First mover advantage on new personalized sports fuel products, services, and technology.Sales per point of distribution in new retail outlets like Dick’s and Target.
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