Page 138 - Free the Idea Monkey

Chapter 9

Ignorance is Bliss.
It is Also Expensive.

The Art and Science of Being Insightful

“Colonel Mustard did it in the library with a
wrench,” yelled my older brother Bill. “He took
out Professor Plum because Plum had stolen
the Mustard family’s secret recipe for grilled
cheese and sold it to Kraft, depriving Mustard of millions.”
And so ended another game of Clue at the Maddock home. In my
family, getting to make up the “why” behind the murder in the board
game was the real prize. Anyone could figure out the culprit, but he
who could create the most compelling hypothesis about the motive
was the true champion (despite what the official rules of the game
may have said).
When you look at leading innovators, you quickly realize the most
important ingredient by far is the story behind the game—the market
insight that led to their success. And unfortunately, when it comes to
what customers really value, too many of us just don’t have a Clue.
Here’s an unfortunate case in point. Ten years ago, we were hired
by Enesco to help them with a new product line called Creatures of
Delight®. At the time, Enesco sold popular items including Precious
Moments™, those cute little ceramic figurines that your grandma
collects. And Enesco sure knew how to sell them. Unfortunately,
when they called us, we were told sales were slowing and they needed
a new idea.

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