Discover the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Join Laura Halliday, Adam Rowles and Simon Garnett from The Forge in each episode as they chat with marketers, business leaders and beyond to learn how they use persuasion to influence their consumers, convince their stakeholders and drive their businesses forward. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business leader.
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Discover the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Join Laura Halliday, Adam Rowles and Simon Garnett from The Forge in each episode as they chat with marketers, business leaders and beyond to learn how they use persuasion to influence their consumers, convince their stakeholders and drive their businesses forward. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business leader.
Why 80% of innovations fail, with Shafik Saba, Global Lead, Front End Innovation, Haleon
The Persuasion Game
27 minutes
1 month ago
Why 80% of innovations fail, with Shafik Saba, Global Lead, Front End Innovation, Haleon
“ We used the world's most powerful microscope to visualise how we can repair teeth.”
Our guest on this episode of The Persuasion Game podcast is Shafik Saba, Global Lead of Front End Innovation at Haleon.
He says, when it comes to innovation, you need to obsess over your brand’s core, and sometimes that means using a huge microscope to bring new life to a certain toothpaste’s core function.
Shafik believes the core of your brand needs that level of attention and, too often, being distracted by a new, shiny extension can lead to disaster.
It’s all about striking the right balance between innovating your core and stretching into areas you authentically belong in.
He also discusses marketing brands in different countries and whether or not there’s now too much choice on our shelves.
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This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00) Introduction
(02:22) From Automotive to Healthcare Innovation
(11:55) Balancing Core and Expansion
(22:16) Consumer Insights and Empathy
(23:38) Shopability and Design
The Persuasion Game
Discover the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Join Laura Halliday, Adam Rowles and Simon Garnett from The Forge in each episode as they chat with marketers, business leaders and beyond to learn how they use persuasion to influence their consumers, convince their stakeholders and drive their businesses forward. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business leader.
