“A” Level Expertise that has Generated
$1+ Billion in New Product Revenue!


15+ years of experience helping companies develop stronger concepts and successful new products.


Consistent, Proven Track Record:
Since 2003, we’ve helped a major client double their rate of generating top 10% ideas, while also helping to improve marketplace success.


Multi-Category Perspective:
We understand what works (and what doesn’t), and have applied that learning to help develop strong ideas across 50+ categories and counting.


Successful Line Innovation Management Experience:
Prior to Initiator, we directly managed and launched business-building innovations at companies like Procter & Gamble and Heinz.

Our Team


Rick Seibold

Rick loves the challenge of figuring out that compelling consumer need that no one else is currently addressing, and then coming up with truly unique, yet highly practical solutions.

Through working at Procter & Gamble, AcuPOLL Research, and 15+ years at Initiator, he has new product experience working across hundreds of categories and thousands of new ideas, ultimately helping to deliver marketplace successes for both Fortune 500 and smaller companies.

When he’s not working on your business, Rick is hacking at tennis and golf, making wine, or getting new inspiration through traveling with his family around the world.

Mac Renfro

Mac loves the thrill of discovering new possibilities and collaborating with clients to translate them into actionable, business-building opportunities.

Having led innovation for brands like Kibbles ‘n Bits, Pup-peroni, Hanes, and Renuzit; advising innovation teams across multiple industries while at AcuPOLL Research, and helping brands with their early stage innovation needs at Initiator; Mac brings a unique breadth and depth of knowledge and expertise to your projects.

In addition to exploring for new ideas, Mac also enjoys being outdoors - whether it’s working in the yard, hiking, fishing, or chasing a little white ball around the golf course.

Mac & Rick Work Your Projects!

If you choose us, Mac & Rick will be the primary players working on every aspect of your project.
No junior or “B” players – we don’t have any.

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