Why 80% of innovations fail, with Shafik Saba, Global Lead, Front End Innovation, Haleon
About this episode
Shafik Saba discusses the importance of focusing on a brand's core for successful innovation.
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. Episodes are released bi-weekly. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn. Want to know more about us? Visit our website here: thisistheforge.com 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
People in this episode
Host: Forge
Guest: Shafik Saba
Topics covered
- innovation
- brand strategy
- marketing
- consumer insights
- business success
Keywords
- innovation failure
- brand core
- marketing strategy
- consumer empathy
- business growth
Mentioned in this episode
Organizations: Haleon, Forge, 18Sixty, thisistheforge.com
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