Why after hundreds of years of development, thousands of books and millions of products do we still make the same mistakes in bringing new ideas and products to market?

Just like the world we live in product development is complex and yet we keep thinking that it can be simplified and made easy. Street traders of the world bring new products to market intuitively, seamlessly and quickly, yet companies with all the resources available, time after time produce launch plans that do not integrate marketing, brand strategy and creative execution effectively.

Creative people need to work outside of the box to produce fresh and exciting ideas and are the envy of their colleagues, yet how many of them are rich? History is full of fantastic artists and inventors who created the cultural world around us yet died in poverty. It’s the accountants and bankers who make it rich, why, because they find a process or formula that is successful and then apply it rigorously to their business ideas - they are process driven.

Even the best idea in the world needs to perform in the market place or it will be remembered as a failure. By creating a process that allows creativity to develop freely, yet be guided and implemented by an effective business process, it is possible to deliver transformational concepts that enrich and expand consumers’ experiences with a product, brand or company.