Second Nature The Single Phrase That Helps Brands Innovate
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Mar 4, 2025 Steve Holmberg, an innovation expert who previously helped Nike thrive, shares his experience in harnessing consumer insights for brand innovation. He emphasizes the importance of starting with the consumer in mind. Holmberg introduces the transformative phrase 'How might we?' for driving productive discussions and problem-solving. The conversation also touches on the overlap of customer demographics between competing brands like Red Bull and Monster, and the need for athletes to assert their narratives. Lastly, he highlights the significance of women's representation in outdoor sports apparel.
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Company Existence
- Companies exist to solve consumer problems through products or experiences.
- Consumer research identifies these problems, enabling brands to create effective solutions.
Hero's Journey Examples
- Steve Holmberg uses the Hero's Journey and Nike's Breaking Two campaign as examples.
- These examples illustrate how companies act as mentors, providing tools and guidance for consumers to overcome challenges.
On's Soft Wins Campaign
- On's "Soft Wins" campaign with Elmo addresses the consumer insight that running can be unpleasant.
- This insight led to the creation of ultra-plush footwear for a softer, more enjoyable running experience.
