NPI has a broad history of successes within business sectors such as consumer packaged goods, financial services, and telecommunications (client list). NPI continues to help companies build powerful and lasting growth.

Some elements to consider when redefining a category:

• Instead of looking at competitors for insight, look outside your current category. With a new comparative set, you can define new rules for engagement.

• Instead of asking customers for ideas, stimulate reactions to ideas you provide. If you ask a customer what they want without creating a new context, their answers will be limited by what they currently know and experience.

• Instead of accepting the customer benefits of an existing category, change the customer benefits and redefine the category. By redefining the category, it's possible to better define and fulfill customers' needs in ways never before imagined.

Companies like Wal-mart, Dell, Southwest Airlines, Harley Davidson, Starbucks and Microsoft innovated their entire categories – and now they determine the rules of engagement.

NPI uses a methodical process and proven diagnostic tools to help companies redefine their category.