The CPG Innovation Challenge Is Really An Opportunity
By Jonathan Salem Baskin in Forbes:
See also his book and more in his supporting blog.
" ... Consumers don’t want to have conversations with their toothpaste brands. ... That’s the problem in a sentence that’s writ large across most of the companies in the consumer packaged goods category. ...
Innovation in CPG (consumer packaged goods) just isn’t as easy or telegenically obvious as it is for tech companies. No toothpaste innovation is going to provide translation services at the swipe of a tongue anytime soon. Cheese and soup can be packaged in yet another material or format, but until 3D printers are certified for foods, nobody can download them. You can add only so many scents to soap, but until you invent an alternative to bathing, pretty soon you reach a wall. ... "
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