How to formulate our answer to the future of cleaning?

4 days, 15 people, 3 cities, 5 speakers, hundreds of ideas and many, many discussions. This case gives insight into a creative and collaborative process that harmonizes both internal as external insights to disruptive business opportunities for People Against Dirty.
The Young organized, facilitated and presented: the Ideation Trip.

The ‘Roadtrip’

We celebrated creativity and design thinking with a People Against Dirty star team from San Francisco, London and Malle. Business leaders, researchers and design gurus from Ecover, Method and Babyganics joint the trip. The program consisted of immersion into People Against Dirty research and blending it with other ingredients to boost creativity like inspiring speakers, field trips and external research by The Young.

We facilitated the trip through a 4 day planned process; Defining the problem, Ideation & selection, Prototyping, Validation. After defining the problem, we sketched out ideas over several rounds of deep discussion and clustering and reframing methods. In the end, we came up with Big Ideas to lead the way toward new, disruptive business opportunities. We visually prototyped the Big Ideas and validated them with target consumers.

Inside out and outside in

To get the best result possible, we conducted research prior to the trip. We activated the expertise of the company by online interviews with key stakeholders. Next to that, we challenged the inside-out perspective with trend (tech) forecasting based on expert interviews with start-ups and opinion leaders in the industry and beyond. We selected people with a distinct vision on ‘Clean living’ based on their expertise of nature vs. tech, blockchain envisioned services, circular business models and cleaning culture.

Future territories

We found future growth opportunities and new ways to solve challenging problems. Rich business opportunities, creative ideas for products and services that tickle your senses and smart strategies for sharper positioning of new — and existing brands or products. We dreamt big and grounded our ideas with insights from customers, ending up with a result we like to call, the 4 future territories.

A future territory is an innovation domain. It pushes company and brand boundaries with applied research in order to better connect and communicate with consumers.

Internal pitch deck

The result is a visually powerful internal pitch deck that consists of strategies for 4 clean living innovation domains. Each domain includes new product, service and communication ideas that have been validated by consumers.

We listened. We learned. We ate a lot of beets. We quoted ‘she does the cleaning he does the foaming’. We thought big. We acted precisely. We enjoyed Amsterdam and loved Rotterdam. We connected. We cheered. We applauded. We took a stand. We sketched, pitched, and showed no fear. We worked by playing and played by working!

The Young adapted to our needs seamlessly. Even during the program their flexibility and insight guided us through an organic but strongly outlined process. They gave us the feeling of personally being cared for while activating our knowledge to the next level. The result is tangible radical innovation.

Tom Domen
(Global head of Long Term Innovation)