Orbit-Shifting Innovation by Narang Rajiv;Devaiah Devika;

Author:Narang, Rajiv;Devaiah, Devika;
Language: eng
Format: epub
Publisher: Kogan Page, Limited

It’s not as if we didn’t know that women want to lose weight immediately after having the baby – we knew that, but we’d never quite connected the dots. By actually talking to fitness club owners we’ve discovered a ‘whole new engagement space’ for new mothers. The fitness zone is a hangout zone for them, and it’s a win–win partnership for us and fitness clubs, if we can find a meaningful way to engage with mothers in this zone.

Interactions with a dermatologist, on the other hand, revealed a completely new need. The team were taken aback to discover that the concept of ‘beauty’ kicks in far earlier than they had thought, with mothers bringing in children as young as two years, or even six months, with beauty-related skin issues (can an ugly wart/mole be removed, will it cause issues later on, can skin be whitened, etc). This opened up a new need area of beauty for kids. A paediatrician threw similar light on intelligence needs when she said:

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