“We Create New Needs!”

As the genesis for starting Initiator, we analyzed over 20,000 ideas tested over a 15-year period. From this, we discovered that the most successful ideas were based upon a need or desire that no one else in the category was addressing.

However, traditional ideation approaches focused on mining for opportunities purely within the context of information about their categories. Not surprisingly, most of these ideas failed because they didn’t offer benefits consumers thought were meaningfully different.

This discovery ultimately led to the launch of Initiator along with an approach designed specifically to generate new needs (SOAR). Our unique SOAR process inspires entirely new opportunities for existing categories, yet does so in a disciplined and consistently reliable manner.

Learn more about the SOAR Process