The Surprising Success of Imperfect Products in CPG Innovation

Like most people working in the CPG space, I have a rigorous education and background in corporate spaces that reinforce an instinct toward perfectionism. Unfortunately, I see how this prevalent perfectionism seriously slows the best innovations, causing CPG companies to miss windows of opportunity.  

But, you might be wondering, why shouldn’t we invest in perfecting an idea before a customer sees or tries it? Isn’t that the smart thing to do?

Here’s the thing: Consumers simply don’t notice small differences in packaging colors or formulations like you and I might. Consumers typically won't compare the minute details of a new product's packaging with its parent brand.

While we fuss over the details, an entrepreneurial company is out there launching new products that will fill gaps for consumers and close the window of opportunity.

For example, an entrepreneurial company I know had none of the typical constraints around manufacturing and packaging. They went from a concept to having products on shelves in just 9-10 months. With feedback from retail buyers, friends, and family, they very successfully launched their product with the assumption that the product wouldn’t be perfect right out the gate.

Our method at Mission Field is all about getting as quickly as possible to a testable MVP—a minimum viable product—and then testing that product with actual consumers, preferably at shelf, in stores. That process helps clients overcome perfectionism and gets their good ideas to market much more quickly.

Want to learn more about our MVP method? Send us a note at hello@mission-field.com.