Category Archives: Articles

Concepts in Naming – Chapter 5

Setting the Criteria

It is important that you start your naming process with four to five basic criteria in mind. To do this, I recommend that you generate a list of many possible criteria and then sort these down to a manageable group. You will do this by starting with a list of wishes for what you...
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Getting Lightning to Strike: Don’t be a victim

Here is Chris’s presentation from last week provided courtesy of Food Engineering … Client news, “We have made six contacts with national accounts and closed all six with no stocking allowances … because we were first to market in our category with a ‘specific to market’ meaningful innovation. There is real value in getting past...
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Concepts in Naming – Chapter 4

The following pages are designed to provide enough analysis to get you going and yet not so much as to shut down names/ideas. I am not suggesting that, in my experience, there is so much information presented as relevant that it clogs the creative juices.      
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Focus Group Backroom Management: Tips for Moderators

  Several years ago, Innovation Focus was conducting focus groups with a client team from a ladies’ clothing catalog. The lead client arrived in the back room just in time for the respondents to be ushered into their seats.  She immediately sent for the moderator.

“These are not our clients!”, she exploded.

“Why do...

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