SETTING Top Tier Innovation GOALS FOR CPG INNOVATION: The Vitality Index
Jonathan Tofel Jonathan Tofel

SETTING Top Tier Innovation GOALS FOR CPG INNOVATION: The Vitality Index

Measuring the effectiveness of innovation has been a significant challenge for many companies. McKinsey's Vitality Index offers a solution to this problem by tracking the share of sales coming from innovation. We want to share some key knowledge on what this goal may look like for large CPGs.

Read More
WANT TO IMPROVE YOUR INNOVATION SUCCESS RATE? ASK A RETAILER
Julie Beck Julie Beck

WANT TO IMPROVE YOUR INNOVATION SUCCESS RATE? ASK A RETAILER

When I worked for big CPG, we rarely showed our early innovation pipeline to any retailers to get their feedback. The rationale was that we didn’t want to tip our hand or often we thought it was too early to show just concepts versus actual product.

When we did bring innovation, it was ready to launch and too late for retailer’s input.

Missed opportunity.

Read More
Fast 50 Winner!
Jonathan Tofel Jonathan Tofel

Fast 50 Winner!

Mission Field is proud to announce we’ve been awarded the 2022 “Fast 50” award for being one of the fastest growing companies in Colorado!

Read More
Fire in the machine
Carolina Sasson Carolina Sasson

Fire in the machine

In Fire In the Machine, Jonathan Tofel and Carolina Sasson share insight gained from decades spent working within and consulting to Fortune 500 companies. They share the strategies that have helped their CPG clients harness the startup mindset with big business systems to unleash the best of both worlds.

Read More
How nature and coin flipping help decision making
Julia Wing-Larson Julia Wing-Larson

How nature and coin flipping help decision making

The ability to make good decisions is one of the most important skills in business. Innovation requires numerous decisions to be made: what price, what package, what flavor, what size, where in the store… the list can seem daunting.

So, what can you do to improve your decision-making skills?

Strengthening your intuition and thinking probabilistically are two good options.

Read More
When Results Surprise You
Julie Beck Julie Beck

When Results Surprise You

Recently, one of our clients were surprised- in a good way- as we shared the results of their in-market test.

They wanted to evaluate the impact of moving their current brand from a highly penetrated category where it was a small fish in a big pond, to a different category and aisle where it could be a big fish in a small pond.

Read More
Mission Field Receives award
Jonathan Tofel Jonathan Tofel

Mission Field Receives award

The team of us here at Mission Field are extremely honored to have received the Financial Times 2022 award for The Americas Fastest Growing companies. This is the second time we have been granted this important award from the Financial Times (having previously earned it in 2020) and we are grateful for the 2nd round of recognition.

Read More
Moving from “Say” to “Do”
Carolina Sasson Carolina Sasson

Moving from “Say” to “Do”

Actions speak louder than words and that is never more true than when conducting learning experiments to help create, refine or launch new products. Time and time again we have seen that it is better to observe what consumers and shoppers DO when given a chance to behave without observation vs what they might SAY out of context of their real lives.

Read More