Mars' 10-Point Guide to Innovation
"You hear about a lot of ideas. And none of them looks like a fit. And that can be hard," admitted Debra Sandler, Chief Consumer Officer at Mars Chocolate, the company whose 2010 launch of M&M's Pretzel Chocolate Candies all but added a new category to the U.S. snack-food business.
"What should you be looking for? The insight that's the closest to the undone job, the needed thing," she told the Association of National Advertisers' (ANA) 2011 Creativity conference in New York. "Dig into one or two of those insights. Big ideas...