NPI’s Category Redefinition Process not only delivers a strategic platform and blueprint for heroic growth, but also initiates immediate actions to take innovative thought to implementation by introducing the redefined category, articulating your company's new positioning, and setting the entire strategy on solid footing.

Develop a Redefined Category Platform Strawman using new contextual creative diagnostics, including NPI Customer Benefit Model, NewCat Transfer Analysis, and Spectrum Analysis Customer Research.

Enhance the Redefined Category Strawman with Retrofitted Existing Products and New Products that support the new benefit, including a “signature product or service” that epitomizes your advantage over the competition. Utilizes out-of-category NewCat Transfers and Strategic Commonalitites.

Validate the redefined category and product/service support with Customers and Salesforces.

New Category Platform Implementation Activities and Guidance/Monitoring over the next 3 to 5 years.