[15:12] Sam Eyre
Pfizer faced the challenge of overcoming legacy culture and siloed thinking that hindered innovation within the organization. Our task was to disrupt their conventional mindset and inspire a new way of thinking.
During the first full-team workshop, as we sat down for breakfast, the most senior member of the client team asked us a very serious question: “Do you have professional indemnity insurance?” We smiled, realizing that we had already succeeded in capturing their attention and sparking curiosity.
Through meticulous data analysis and insights from seven markets, we understood the challenges of quitting smoking. We engaged diverse perspectives from The Sense Network, including a behavior change specialist, the unique perspective of an amputee, and an individual with a gambling addiction. These engagements provided real-life insights and empathy.
A collaborative approach, coupled with the insights gained from The Sense Network, allowed us to successfully disrupted legacy thinking within Pfizer, fostering a culture of innovation and creativity. By harnessing the power of cognitive diversity and leveraging in-depth research, we facilitated the acceleration of transformative ideas by three years, positioning Pfizer as a leader in their industry.
The project not only informed the development of a strategic vision but also resulted in the creation of innovative products that continue to make a meaningful impact in the market. This included myriad products under the Nicorette brand.