How might we leverage in-house analysis to develop a breakthrough proposition?

When you receive a phone call from the CMO of a global healthcare business, saying that they have read a book about your unique approach; and that they would like you to deliver a breakthrough strategy for one of their fast growing markets, you say thank you. Then you listen very carefully to what they have to say.

The Bupa team in Miami had done a first class job in collating market data and analysing the strategic opportunity. The onboarding Sense Worldwide received was one of the best that we have ever received. We had all the information to make a robust strategic business case. A familiar place to be for many companies looking to innovate.

However, the Bupa team were smart enough to know that they needed to make a creative leap. They knew they needed to be challenged, to break away from the cognitive entrenchment of how ‘business as usual’ decisions were made. They wanted business unusual. They wanted a breakthrough strategy; they did not want focus group ideas.

Focus groups create a big problem for innovators; they recruit everyday people, who unsurprisingly, come up with everyday ideas. The advantage that The Sense Network brings is cognitive diversity. Rather than everyday perspectives they bring extreme, even radical perspectives, which test internal hunches and hypotheses harder. This leads to better, more valuable ideas that ultimately everyday people will want and desire.

“Dear Sense Worldwide team, once more, thank you for bringing your unique methodology, experience and The Sense Network to help us better understand our future customers. The process we went through will enable us to create a healthcare experience that is more authentically connected with what people need than what is currently available. Now we know the whys and whats; we will work hard to ensure that the delivery honors that. It has been a true pleasure.”

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