Lynn Altman Feature

Why traditional insights and consumer focus groups are falling short

Lynn Altman

Lynn Altman the President of Brand Now, with over 20 years of behind-the-scenes innovator for many of the Top 100 Global Brands joins Enterprise Radio.

Listen to host Eric Dye & guest Lynn Altman discuss the following:

  1. Most people think that a “blue sky” approach is the best for innovation, but you advise otherwise. Please explain.
  2. You say that “more time does not equal better.” What effect does timing have on project success?
  3. What are the most common mistakes companies make when it comes to ideation??
  4. I’ve heard you say to “forget focus groups.” Aren’t they essential to understanding what your target audience wants and needs?
  5. What role should consumers—or a target audience—play in the innovation process?
  6. Tell us about why you brainstorm with Masterminds. Who are they and what purpose do they serve?
  7. How do you approach a new project? Where do you look for new ideas and inspiration?
  8. How can listeners take some of the key aspects of your methodology and apply it to their brand or innovation needs?

Lynn Altman, the PRESIDENT of BRAND NOW

For over 20 years, Lynn has been the behind-the-scenes innovator for many of the Top 100 Global Brands, including Pepsi, Nestlé, Colgate, PayPal, Gillette, McDonald’s, Johnson & Johnson, American Express and Kellogg’s. She has also done extensive work in the financial, CPG, beauty and pharmaceutical industries with companies such as Capital One, Bank of America, Church & Dwight, L’Oréal, Fannie Mae, and Hershey’s. Lynn is the author of Brand It Yourself: The Fast, Focused Way to Marketplace Magic, and has been interviewed on nationally syndicated radio shows and appeared on CNBC’s On The Money and ABC’s News Now.

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