How Smart CPG Innovation Leaders Are Rewriting the Rules

Marketing Deep Dives by Denyse

This podcast emphasizes that effective cross-functional collaboration is crucial for innovation in the Consumer Packaged Goods (CPG) sector. It highlights a global innovation crisis, with a low percentage of genuinely new product launches, particularly in North America, while Asia-Pacific and Middle Eastern companies are leading with entrepreneurial mindsets. The discussion suggests that traditional siloed approaches are failing, leading to significant financial waste and missed opportunities. Instead, successful CPG leaders are leveraging integrated teams to achieve higher revenue growth, increased efficiency, and more new product launches. It introduces the CATSIGHT™ process as a framework for developing actionable insights and transforming dysfunctional teams into innovation powerhouses, citing examples from companies like Unilever and Nestlé. It concludes by saying that mastering cross-functional innovation is no longer optional but a necessary competitive advantage for the coming decade, especially with the rise of automation and AI.