Not every business problem requires a marketing solution
Some years ago, a big-brand spice company wanted to increase sales of its product.
As is customary, the brief was handed to the marketing department and they began to examine all the possible ways they could achieve this goal.
Firstly, they thought about reducing the price.
However, more experienced members of the team cautioned that this would only lead to a short-term boost at the expense of long-term profitability.
Next, they considered introducing a new range of products. This was also hard to justify because it required significant investment.
Lastly, they thought about redesigning the packaging with a more modern look but they worried that it might confuse their existing buyers.
The only thing they could agree on was that whatever route they chose, they would support it with a marketing message.
Except they were wrong about that too. The eventual solution came from someone outside their department.
To them, it didn’t seem like a marketing issue and they proposed a much simpler solution: put slightly bigger holes at the top.
Larger diameter holes meant more spice would be dispensed on each occasion, which meant the spice ran out more quickly.
The above scenario is commonly encountered in businesses everywhere.
Sadly, the inspired creative solution is more of a rare event.
Creativity is a vital skill for any company. The ability to solve problems and spot new opportunities is what separates those that survive and prosper from those that fail.
If you’re interested in how creativity can transform your business then you will enjoy our ‘Creativity for Business’ course.