Idea Couture helps businesses drive revenue growth and loyalty through strategic innovation
London, 29 November 2013: Idea Couture, a global specialist strategic innovation consultancy is marking the expansion of its London presence with the publication of a book “Design Thinking for Strategic Innovation” by Idris Mootee, the company’s global CEO. This builds on work Mootee has done with both MIT and Harvard, including running the programme on Design Thinking for the Harvard Graduate School.
The book starts from the recognised premise that for companies today to succeed beyond anything but the short term, ‘business as usual’ will simply not suffice. Disruption in the marketplace is not only faster, but more fundamental and will not be kind to businesses used to operating by the old rules – even the ones that once made them successful. For more information visit www.ideacouture.com or call us on 020 7729 0487.
The solution, which is reflected in the guiding philosophy and approaches of Idea Couture, is about instilling powerful multi-disciplinary modes of action and thought into the fabric of how businesses approach innovation; from major strategic initiatives, through to their everyday modus operandi.
This is the essence of “Design Thinking”. The concept is gaining considerable momentum in the face of the rapid way that technology is changing the business and consumer environment, with a number of leading companies already beginning to seed it within their training programmes.
One of the key practices is helping companies identify and fulfil previously unmet consumer needs by challenging category borders rather than just adapting within them – such as Apple’s success with iTunes and Ikea’s category-busting approach in furniture retailing.
Idea Couture works in this way with some of the world’s biggest brands including GSK, Procter & Gamble, Johnson & Johnson, American Express, Burberry, Cisco, Diageo, Gucci, FedEx, LG, PepsiCo, and Samsung.
Idea Couture, for example, helped FedEx establish a Customer Experience discipline within its organisation, helped Samsung design disruptive ‘point and shoot’ cameras for the Indian market, helped P&G to structure and deliver innovation in the prestige and beauty market and enabled Burberry to redefine its business culture. Idea Couture also helped PepsiCo shape a new product category, helped Kraft develop successful new lines through understanding the kitchens and families of the future and helped Amex to develop new business and acquisition models.
Idea Couture is currently helping one of the world’s leading drugs companies reorganise and reposition its huge over-the-counter analgesics business in response to the US government’s directive that standard headache tablets will now only be available through a prescription.
“To win and grow, you need to be both fast and accurate; pinpointing the optimum solution to unmet consumer needs within rapid timescales,” says Judith Mizrahi, Idea Couture’s co-managing director. “For instance, we recently followed up insight work with ideas that we were able to make into physical prototypes and explore them among consumer groups within six weeks of an initial consumer problem being discussed and where no product existed. I’ll bet we’re the only strategic consultancy that also has a tool-shed and surgical instruments in our office.”
The London office, situated in the dynamic, inspirational and creative area of Shoreditch is headed up by co-managing directors Charles Andrew and Judith Mizrahi. They manage a multidisciplinary team of anthropologists, innovation strategists, futurists and industrial and graphic designers.
For more information: Charles Andrew or Judith Mizrahi, Idea Couture London, Tel: 020 7729 0487
Fast facts about Idea Couture:
- Globally, the premier strategic innovation and experience design firm, with offices across 5 continents (London, Toronto, San Francisco, Shanghai, Cape Town, Dubai, Mexico City)
- A ‘pureplay’ innovation firm that combines disciplines and experts in strategy, deep customer insight, creativity, strategic foresight, experience and product design. “Design Thinking” is the multi-disciplinary approach that brings all these perspectives together for more successful, disruptive change.
- Global clients ranging from packaged goods (Procter & Gamble, PepsiCo, Nestle, Kraft etc.), to healthcare (GSK, AstraZeneca, UCB, Humana, Abbott, Gates Foundation etc.) to business services (FedEx, Deloitte etc.) to financial services (World Bank, Amex, Aviva, Liberty Mutual etc.) to technology companies (MIT, Samsung, LG, Cisco etc.) and beyond
- We partner with clients globally to leverage deep customer insights, design thinking and strategic foresights to uncover and shape uncommon ideas that will create growth and realize economic value.
- We publish MISC, a quarterly magazine about business innovation and design thinking that is distributed in over 28 countries.
- We believe in combining the power of Business School and Design School perspectives, using the principles and approaches of “Design Thinking”. Idea Couture delivers value by deploying the best team of multidisciplinary minds, and placing deep customer insight at the heart of strategic engagements. We are driven by an informed intuition that combines creativity and rigour, insight and foresight, art and science, intelligence and elegance.
For more information visit www.ideacouture.com or call us on 020 7729 0487.
Idea Couture
85 Great Eastern Street
London, EC2A 3HY
Alex Burmaster, Meteor PR, T: 020 3544 3570