Great ideas die on shelf, not in slides.

Product innovation in FMCG is hard for new and existing brands alike. Multiple markets. Mature categories. High stakes, big investments and no second chances. Many hurdles between idea and aisle.

In Episode 3 of The Effectiveness Gap, we talk with Costas Papaikonomou of Unaterra and Arun Prabhu of Phi Factors about the real pitfalls and how brand design and product innovation can actually help each other win.

We cover: why clarity at the start beats heavy process, how to align design early so the proposition comes to life, the difference between learning research versus hurdle validation, and how to manage risk without killing ambition.

Expect practical stories and tactics to keep teams aligned from first insight to profitable scale.

If you lead innovation, design, or marketing, this one’s for you.

To see a new perspective on the design process for brands and packaging, visit ⁠wegiveperspective.com⁠ or follow us on LinkedIn.

The Effectiveness Gap is a series of 10 episodes in which we look at all aspects that can increase the effectiveness of a design process for brands and packaging.

This podcast series is created and produced by Perspective, and hosted by Nike Stellamans and Marcel Verhaaf. Recording, editing and mastering by De Podcastexpert.