How do you play a pioneering role in the industry?
The answer: through innovation. That might sound far too simple, but if innovation and fresh ideas are managed and used properly, a pet food company will have the opportunity to position itself as a genuine pioneer.
Beware of good ideas! Although it sounds strange that a company could be harmed by having good ideas about new products, services or business models, in practice people do find it hard to part with ideas that initially promised great success or groundbreaking change.
Becoming far too devoted to an idea, and holding on to it for too long, is a human instinct that affects creative minds, as well as project members, managers and decision-makers. Wasting time and money can be avoided by introducing a professional method that literally puts all new ideas to the test.
The right tools
Your choice of tools for this process is extensive. Erbacher, the Food Family, uses the Business Model Canvas technique devised by Alexander Osterwalder and Yves Pigneur.
It has combined these tools and methods into a set that focuses entirely on the customer.
Why failure is good
Everything starts with a hypothesis. This is tested throughout the process, both internally and – most importantly – with customers.
It’s important not to shy away from rejecting a previous hypothesis. An early obstacle allows you to improve your approach to an idea.
You could otherwise end up pursuing a path because the idea seems so perfect. Only then to discover that it does not satisfy any real customer need.
To avoid this scenario, hypotheses are reviewed within the team and with customers. What if the team thinks the idea is excellent, but there is little interest evident in customer surveys? In that case, the idea is put to the test and then perhaps reconsidered or discarded.
Good ideas work for customers and the company
Over the years, Erbacher’s innovation team has devised various new products and processes, put them through their paces, and abandoned some again. This approach has produced many pioneering pet food brands over recent decades: the very first insect food 5 years ago, the first vegetarian dog food designed specifically for a dog’s needs 10 years ago, and a variety of sustainable solutions.
They also took the occasional wrong turn, but that’s OK. Because as a pioneer, your work follows the well-known saying: the proof of the pudding is in the eating – with a little help from innovation management.
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