What separates a winning innovation from one that never makes it off the shelf?
Most new products fail. But why? And what can you do to avoid becoming part of the 75 percent?
In this episode of Qual: Unplugged, hosted by Jay Tye, of 10K Humans, Catalyx CEO Guy White explores why innovation fails and shares the thinking behind the Catalyx Innovation Triple Diamond™. It’s the same framework used by some of the world’s biggest consumer goods brands to build ideas that succeed.
Guy explains the Catalyx Innovation Triple Diamond™ and how the three-stage framework, Desire, Define, Develop, supports teams in building innovation that consumers want and businesses can confidently bring to market.
“We believe if you follow this framework, you will ensure predictably more successful innovation.”
What you’ll learn in this episode
- Why 75 percent of innovation fails to survive beyond year two, and how to shift those odds
- What truly drives consumer behaviour, and how to identify real desires worth building for
- How to spot the tensions that stand in the way of those desires
- Why jumping from insight straight to execution is often where things go wrong
- How to use consumer behaviour, not opinion, to validate your innovation pipeline
Guy also explains why the industry must move beyond traditional focus groups. He shares how Catalyx captures real consumer emotion, behaviour and opinion at scale using crowdsourced methods and a blend of qualitative and quantitative tools.
“One person won’t be right. But the crowd always will.”
About the Catalyx Innovation Triple Diamond™
The Catalyx Innovation Triple Diamond™ is a structured framework that helps brands predict innovation success. By identifying the right consumer desire, defining the ideal solution, and developing with precision, it offers a consistent way to build winning ideas.
Whether you work in insight, brand, or innovation strategy, this episode will help you think differently and look beyond the obvious.
👉 Watch now and learn how to avoid the failure trap.
Find out how our approach can make your innovation success predictable
We’re ready to unlock your innovation’s success, and won’t settle until our work does just that.
Don’t just take our word for it; check out our Case Studies to discover how our award-winning approach has supercharged the success of innovations across industries.
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