I had lunch with a former colleague the other day who was lamenting about a challenging project he was working on. The dreaded phrases of “round 7 of creative,” “weak research results,” “over budget,” “unreasonable client,” and “me-too product” were all volleyed across the table. I felt badly for him. (I mean, let’s be honest. We’ve all been there). After listening to a litany of complaints as to why this was this was a nightmare project, I asked the simple question: “What is your consumer insight?” The answer was both concerning and familiar.

He said the product strategy (which he used as interchangable with insight) was in the territory of: “Mom’s choose “X” because it’s the healthy choice their kids will like to eat.”

The hairs on the back of my neck stood up. I’ve used that product strategy before. In fact, everyone in this business has used it. Because it can be said about 2/3 of the CPG products on the market. Because it’s true. But it’s not an insight.

In a market where innovation is a core business driver, where communication channels continue to proliferate at break-neck speed, where the consumer is becoming increasingly reliant on and has unlimited access to peer reviews, insight, real insight that taps into the head and heart of our consumers, is our greatest competitive advantage. Truths are what we need to get started; what our brand has to offer, what the competitor landscape looks like, what the challenges of the retail environment are, what our consumers ecosystem looks like, etc., but insights are the game changers. Marrying Business Empathy, (the world of our brand, the realities of our client’s challenges, whether it is within their product formulation, product sourcing, package design, distribution system, sales organization, etc.) with Consumer Empathy (how the consumer thinks and feels that reflects the core motivators that drive their behavior) creates an opportunity to tell a holistic story.

One that goes beyond truths and observations.
One that allows us to demonstrate we understand what drives and differentiates s our solution (because our products should be solutions).
One that allows us to build a sustaining brand platform vs a singular campaign idea.
One that resonates and motivates our consumer.
One that drives loyalty.
One that demonstrates empathy.

In other words, one that never results in a strategy that reads “tastes good and is good for you.” It’s hard work. It takes discipline. It takes intelligence, research, creativity and a drive for innovation. And of course, a passion for our clients and consumers.

I reassured my old friend that he’d get through his challenges. And I picked up the bill for lunch. I mean it’s always good to show some empathy.

Lezlie Grossman, General Manager, Organic, Inc. Toronto