Initiator

Creating Consumer Excitement that leads to Passionately Preferred Ideas! What's our Secret? We go beyond uncovering consumer insights, at Initiator we create XSights. What's an XSight? While most insights just get a head nod from consumers, an XSight is a special type of insights that identifies a need and benefit which immediately connect with a person and makes them genuinely excited about having that particular need or problem addressed. XSights are then used as the foundation for creating passionately preferred ideas that are far more successful in the marketplace. That's because these ideas inherently have the two most important success factors:(1) they deliver a highly desirable benefit and (2) they offer meaningful differentiation. What's different about our approach? Traditional ideation approaches focus on mining for opportunities purely within the context of information about their categories. Most of these ideas fail because they don't offer benefits consumers think are all that different from what's already available. Instead, at Initiator we seek out and explore a diverse range of inspiration from analogous and adjacent areas to identify fresh, new consumer needs that are not yet being addressed within your category. What kind of results do we deliver? Our team has been instrumental in creating brand-building opportunities for some of the most recognized brands in the marketplace. In fact, our approach has generated over $1 billion in new product revenue for our clients. Learn more about Initiator and some case studies at