A new book out today co-authored by three former Procter & Gamble R&D leaders aims to help innovation teams improve product success rates by strengthening the link between technical development and consumer needs.
Untapping Innovation: An R&D Playbook for Products and Stories to Sell, published by Practical Inspiration Publishing, was released on 2 June. Written by Deirdre Walters, Sally Kemkers and Suzanne Allers, the book draws on decades of experience developing products and innovation strategies for global consumer brands.
The authors argue that many product launches fail not because of technical shortcomings, but because teams struggle to translate user insights into products and narratives that resonate with customers. The book introduces a practical framework and a set of tools designed to help R&D teams make better decisions earlier in the development process, reduce rework and accelerate time to market.
Walters, Kemkers and Allers founded innovation consultancy Untapped Innovation in 2012 after careers at Procter & Gamble. Since then, they have worked with organisations including PepsiCo, Unilever and Reckitt on product development and innovation strategy.
The book also explores emerging trends shaping the future of R&D, including the growing role of AI in product development and consumer insight generation.
Innovators Magazine will be publishing an exclusive bylined article from the authors later this month, exploring why storytelling has become a critical component in turning technical innovation into commercial success.
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