[MONDAY MINUTE] The Problem With "Viral" Product Innovation | Brilliant Strategy or Just Novelty?

“Why complicate it?” Oftentimes, I’ll ask that question repeatedly when developing a product innovation strategy. While rethinking traditional product presentation (whether packaging or form factor) can help disrupt normal consumer behavior, effective strategy almost always lies in finding the simplest, most elegant solution that delivers the desired outcome. As an example, I recently came across Roxii Supercube…which created frozen nutrient-dense, functional cubes designed to make wellness as simple as putting ice into any beverage. Novelty will certainly capture attention…and its social media shareability is undeniable. Although I’m unsure functional ice cubes offer a compelling enough reason to switch from the ubiquitous wellness CPG product formats (like ready-to-mix powders) and truly become embedded into today’s daily routines.