“In recent years, the leading brands in each CPG category have generated 25% of value growth in the US Nielsen-covered channels. Meanwhile, small and medium-sized brands captured 45% of the growth.” – McKinsey & Company

Jonathan and Carolina have been front-in-line watching Fortune 500 companies, start, energize, and then collapse innovation groups. They’ve seen everything from the “external entrepreneurial-venture arm,” that use outside ideas but lack the funding to get it off the ground, to the “scrappy innovator,” purposefully underfunding a team thinking it’ll force them to think like a resource-poor entrepreneur. They’ve seen hundreds of strong, well tested ideas left to die in PowerPoint presentation when internal pressures or challenges derail them from seeing the light of day.

Why modify a disruptive idea to fit the system when the better approach is to leverage new methodologies that will help your large organization more easily digest and approve of something radically new and different?

Learn how to utilize the award-winning EMBR process to leverage the resources you have and externalize your pain points that get in the way – to match risk to rigor and give your ideas a chance to launch with a higher probability of success.

With over a decade of experience working with Fortune 500 CPG Companies, Jonathan and Carolina have received dozens of RFP’s with strikingly similar issues identified as root causes for the challenges of creating disruptive innovation within big CPG. You are not alone – and the data is proving it out:

“The consumer packaged good industry grew 10.3% last year and small suppliers and private label manufacturers accounted for 51% of total growth… Small manufacturers gained an additional 1.1% [of total share.] Large manufacturers… saw their share reduced for the fifth consecutive year.” - RetailWire

In this keynote, we begin with the premise that big CPG has the right to lead on innovaitons of all types– actually, big CPG needs to lead on innovation, or else!-- that big CPG can do it better than the start ups and that you have everything you need to win. We’ll cover 4 mistakes to avoid and end with 7 Ways Forward to activate disruptive innovation development within your organization.

Big companies often test new ideas by asking shoppers to imagine their future behavior, or by running through dozens of linear and separate product tests as their process to validate if a product is launch-ready. But the reality is, there’s a better way forward: put the product in front of shoppers and watch what they DO – in the context of their real lives, pressures and competition!

In this keynote, you will learn how big CPG organizations can derisk new product innovations through transactional testing in a cost-effective and sustainable way through their simple, yet powerful idea: “make a little, sell a little, learn a lot.”

When Jonathan or Carolina step onto the stage, they not only share their deep expertise but also unveil real success stories from their Fortune 500 CPG clients. Their sessions transcend typical talks, offering a blend of Mission Field's strategic vision and firsthand client experiences. Through this dynamic dialogue on innovation and product strategy, they spotlight companies they've shepherded to success, ensuring participants garner a comprehensive understanding tailored to their interests, from market dynamics to testing strategies.