Disciplined Innovation

Great story on P&G’s ability to use consumer insights to deliver innovation, one small win at a time.  From the Harvard Business article:

Innovation doesn’t always involve new features, functions, services, or business models. Sometimes it can be as seemingly simple as a new marketing message.

Of course, I’m a fan of big bang disruptive innovations that create categories and land entrepreneurs on the cover of magazines. But the Hipoglos story shows how a disciplined approach — coupling a point of customer frustration with an innovative approach to address that frustration — can lead to small wins. And enough small wins can combine to create major impact.