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 two, unique idea generating approaches designed specifically to generate new needs - XSights and Trend Sculpting - which we use to help you create compelling new ideas from scratch, or take trends and transform them into business-building ideas.