The Secret to Successful Innovation for CPG Companies Is Knowing How to Fail Early, Fail Cheaply. P&G Knows It Is Important to Master the Art of Failing.

by: Idris Mootee

Here’s another innovation from a Japan’s sake (Japanese wine) company. Japan’s younger generations tends to look at nihonshu (what they think of as Japanese sake) as “oyaji-kusai,” which translates in the nicest way possible as “reminiscent of a middle aged man.” 75% of young women aged 20-30 hardly ever drink them and the Sake Brewer’s Association is trying to to fix this. This is not just an image problem, it is also the product.

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