Siloed thinking in large businesses stifles and prevalents innovation. Many businesses are cognitively entrenched by legacy culture or short-sighted management. They struggle to ask better questions about their business, let alone innovate. Fortunately Pfizer had champions for change in the business. Our brief was to get the team out of their comfort zone and thinking differently.
Over breakfast, on day one of the first full-team workshop, we were asked a very serious question by the most senior member of the client team; “Do you have professional indemnity insurance?” We smiled in response because we had succeeded before we’d even started!
This innovation project was a well resourced, global project. Sense Worldwide diligently analysed volumes of existing data and collected first hand insight from seven markets to understand the trials and tribulations of stopping smoking.
We interviewed members of the Sense Network, including experts in behavior change, an amputee, & members who struggle with addiction. This helped us understand how Pfizer could develop future-proofed products that would lead the smoking cessation market.
The greatest victory for this project was unlocking knowledge within the legal team, who are some of the most innovative thinkers and problem solvers we have ever worked with at Sense Worldwide. In bringing all team members together in a lab in Helsingborg, Sweden challenges were thrown down, creative intelligence applied and dots were joined to increase the speed to market by three years for some of the more groundbreaking ideas.
We prototyped, tested and refined ideas. We set out a strategic vision to transform the category, and devised design principles to help roster agencies execute – the products developed from this project are still being launched today.
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