Lending a Helping Hand for Innovation

The payoff for a packaging innovation is almost impossible to quantify beforehand. Nevertheless, truly helpful ones, like this great example of a trigger sprayer incorporated into a bottle design, courtesy of Packaging World.

Innovation is not easy. It’s usually very hard. It’s not a flash of inspiration out of the blue. It’s a flash of recognition after 1,000 other ideas hit the cutting room floor. But when it connects with consumers at an intuitive level, the package itself can become the biggest marketing asset that brand can leverage.

The Wet & Forget Shower Cleaner succeeds on many levels. The trigger is functional and appropriate. It’s easy to remove from the handle and easy to install. The cap doesn’t even have to be removed, saving one small yet significant step. But maybe most importantly, shoppers “get it” right away standing in store aisles.

The biggest hurdle to innovation is not the creative spark. Instead, it’s managing the usually-too-many cooks that tend to spoil the stew. Ideally, all the cooks should have cross-functional capabilities that make communicating between departments efficient and effective. In addition, establishing a chain of command is essential to get the recipe right.

But always start with consumers. What are their unmet needs? What could make life easier for them? What new value can you add? Only then can you determine what innovation might mean in the real world.

Here’s a list of things to consider when developing an innovation mindset that I put together for Packaging World magazine. This article was pulled from a series of “Playbooks” I wrote and edited that came out in April 2013. Check out the “Package Development,” “Labeling,” and “Flexible Packaging” editions for more brand and package development tips from yours truly.