Johnson & Johnson (J&J) Consumer Health is adopting a new approach to innovation, which, an executive reports, has been “a fantastic commercial success”. 

Why it matters

With 80% of new product development failing, there’s a strong argument for innovating how businesses treat innovation. While brainstorming and ideation sessions may still work in some contexts, J&J believes its new approach is not only delivering a pipeline of ideas across both shorter and longer time frames, but has also changed the culture of the company. 

Takeaways

• Innovation can’t be undertaken from a broad insight – when considering opportunity ideas, you need to...