Why 80% of innovations fail, with Shafik Saba, Global Lead, Front End Innovation, Haleon
Shafik believes the core of your brand needs that level of attention and, too often, being distracted by a new, shiny extension can lead to disaster.
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Show Notes
Our guest on this episode of The Persuasion Game podcast is Shafik Saba, Global Lead of Front End Innovation at Haleon.
He says, when it comes to innovation, you need to obsess over your brand’s core. Far too often, marketers and innovators get distracted by new extensions to their brands, which stretch the brand too far and lead to disaster. Not enough innovation is focused on driving the business that brought success in the first place.
Shafik shares his tips for striking the right balance between innovating your core and stretching into areas you authentically belong in.
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This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00) Introduction
(02:22) From Automotive to Healthcare Innovation
(11:55) Balancing Core and Expansion
(22:16) Consumer Insights and Empathy
(23:38) Shopability and Design