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ideas from dave New Product Development • Innovative Marketing ideasfromdave.com
Dave Siegel Consultant in Marketing & Innovation
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 Hi! I'm Dave Siegel, a marketing and innovation pro with over 35 years
of "practice", offering strategically sound, highly creative business growing ideas to some of the world's best known companies. I'm also an author of four texts:
Innovation Myths and Mythstakes (2009, Paramount) a top 20 business Week recommendation, Market Smart Design (2008, Harper Collins), Marketing to the New
SuperConsumer - Mom & Kid ( Paramount) and the Great Tween Buying Machine
(Deerborn). And I love to speak and travel, having spoken at, chaired,
or keynoted dozens of conferences including the: United States Olympic Committee, Grocery Manufacturer's Association,
American Marketing Association, National Camping Association, National Credit Union Association and other major business conferences
in Canada, London, Paris, Singapore, Australia, Netherlands and Brazil. What Makes Me Better?
Basically, I practice what I preach...well, actually,
I help companies practice what Einstein preached!
"Imagination is more important
than knowledge" Great innovation requires both creativity and smarts. As
far as I know, I am one of the only consultants to bring both Art and Science to the solution process...the "art" of creativity, imagination and marketing know how with the science of consumer
research and mathematical modeling. This not only ensures that more robust solutions are uncovered,
but that Product Development Engineers create new products that consumers will ultimately want, understand and buy. Great innovation also requires many diverse skills and during my 35+ years of practice, I've been fortunate to have accumulated some skills uniquely suited to the
practice of innovation. In fact, I am the only Certified Imagination Coach in the corporate innovation field.
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Ideas From Dave" come in several areas: - New Product Ideation Facilitation - through targeted brainstorming and application of TRIZ
models and methodologies
- Uncovering opportunities and
new white space
- Innovation communication - ensuring ideas
are understood internally as well as by customers or suppliers
- International
commercialization - both to and from the U.S.
- International
sourcing
- Guest speaking -
Seminar leading
What Former Clients Say... Andy Scheurer, Director, Pipeline Innovation, The Kellogg
Company "Dave is one of the guys who "gets
it". He's delightfully creative so he can dream what's possible. He has real business smarts so he
can temper fanciful vision with reality. And, he's a genuine communicator so he's able to translate innovation
to consumer messaging. I recommend him to all who seek to explore and realize genuine innovation success. Jordi Ferre, Vice President, General Manager, PureCircle USA
Inc. "I chose Dave
because he was the only marketer that could combine strategy and execution in a holistic way. Dave is basically a "out
of the box" marketing thinker who at the same time understands the needs and
realities ordinary businesses face every day. That combination of "everyday guy" and non-ordinary thinker
makes Dave a valuable asset for anybody that makes the wise decision to enlist his ideas." Mary Fox, Custom
Research Manager, Global TheraFlu, Novartis Consumer Health, Inc. "Dave
is one of the most creative guys I have ever worked with. A true pioneer who takes ideas to the next realm by merging
consumer needs with marketplace dynamics and adds a dash of magic. He "makes it work" in is unique "Dave"
fashion and the proof is in the sales reports." Rhonda Vrohma, V.P. Product Development, Innovative Brands
"Dave's expertise was invaluable. Dave understood the challenge, developed
an approach to address, and worked within a limited budget and aggressive timeline. Dave is responsive, knowledgeable,
flexible and knows what he is doing. I look forward to working with him again soon." Christine Ng, Managing
Director, IPIC Integrated Sdn. Bhd., Kuala Lumpur "Dave is a talented,
knowledgeable, entertaining speaker and teacher. His presentation and seminar was very highly regarded by all of our
attendees. I look forward to bringing him back to Malaysia."
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Some Clients
Kellogg • Nestle • Cadbury • Hasbro • Young
& Rubicam Johnson & Johnson •
Curad • ConAgra • P&G • Tate & Lyle Meade Johnson • Novartis • Ross • Schuering-Plough
• Bristol-Myers U.S. Playing Cards
• United Dairy Farmers • Borden • Smucker's
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Some Examples: - Multi-Billion$
- white space uncovered for toy company
- Multi-Billion$ - named, developed, market plan of new
#1 leisure product in the world
- Multi-Billion$ - ideated, developed new product line extension
to #1 craft line
- Billion$+ - developing new category for major food company
- $100Million+ - developed new #1 category growing product for country's condiment leader
- Developed Adweek's most innovative media plan for
top game company
- Created, developed one of the first service businesses
specializing in market segment versus product offerings
Dozens of other examples and specifics available by request. |
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Innovation Tip of the Month Consumer Purchase Interest Scores Are Misleading
Oftentimes, companies place too much emphasis on whether or not to launch a new product based solely on obtaining
a high consumer purchase interest score in concept testing. The fact is, a high purchase interest score tells you ONLY
that consumers are interested in the idea. BUT, in reality they may already be happily satisfying this need from a product
they already use OR, in reality, they'll satisfy this idea from buying ANY product not just yours. Many times a high purchase interest score is obtained BECAUSE consumers see your idea as the SAME as the product
they now use...so they see little risk in trying your new product because they know what to expect. The caution here
is that they will be willing to TRY your product...providing the price was right or there was some other inducement.
BUT then, unless your product is significantly better, they'll go right back to their previous product! The Tip? It is critical that the new product idea also score highly in UNIQUENESS. In fact, a modest
purchase interest score coupled with high uniqueness is far more preferable than a high purchase interest with low uniqueness.
Think about it! Less need to price too cheaply, less chance of a retailer rejecting you, even less chance of future
competition! Happy Innovating!
| My recent trip to Brazil |
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| Dave and Pao de Acugar in Rio |
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