What’s the elephant in your room? There most probably is one if you look hard enough (check behind the sofa, it’s normally where they hide).
Or, to put it another way, what assumptions or category rules exist within an industry unquestioned? Why aren’t they being confronted and, if these rules are broken, will they unlock exciting new innovations?
It would appear that, in the soft drinks industry at least, the elephant in the room is sweetness. At the Soft Drinks Industry Conference 2015, the main bulk of the day centred on sugar and the challenge of managing sugar levels in soft drinks whilst still delivering a delicious product. Yet, within every problem, an opportunity. It felt to me that this assumption, that to be tasty a soft drink must be sweet, isn’t necessarily correct. Is the pursuit by big industry players of alternatives to sugar, or reformulating drinks to contain…
View original post 299 more words