Marketing Evolution
Innovation Versus Sticking To What Works
By Marion Wakahe
In his book What the Dog Saw , Malcolm Gladwell tells the fascinating story of " The Ketchup Conundrum ." He reveals that despite numerous attempts by other brands to outshine Heinz , they ’ ve found it nearly impossible . Why ? Heinz has perfected the blend of the five fundamental tastes - salty , sweet , bitter , sour , and umami - achieving what experts call " high amplitude ." This perfect combination creates a taste that " blooms " in the mouth , making Heinz ketchup irresistible . The flavour begins at the tip of the tongue , where receptors for sweet and salty are located , travels along the sides for sour notes , and finally hits the back of the tongue for umami and bitterness , in a long , satisfying crescendo .
Since its introduction in the 19th century , Heinz has stuck to its classic ketchup formula , packaged in its signature bottle . At the same time , they have introduced variations like organic ketchup , sugar-free options , and even a spicy Sriracha flavour . These incremental innovations have allowed Heinz to expand its customer base without alienating its core audience who love the familiar taste .
Gladwell ’ s story raises an intriguing question : Should businesses focus on innovating , or is it sometimes better to stick with what has always worked ? Heinz ’ s success demonstrates the power of sticking to a formula that works , but innovation is what brought us cars instead of faster horses and airplanes instead of merely imagining faster travel . Just like ketchup has remained a beloved staple for years , many businesses find comfort in time-tested methods . However , just as ketchup brands now offer organic and spicy varieties , marketing departments must balance reliability with the pressure to innovate .
Why Innovation is Crucial
In today ’ s fast-paced business environment , innovation is essential . Technology evolves
By some estimates , 60 % of all new consumer products introduced by established companies fail , and two-thirds of new product concepts never reach the market . Innovation can be expensive and risky , leading some businesses to stick with familiar strategies . However , staying within the confines of the familiar can be equally dangerous . As markets evolve , brands that don ' t innovate risk becoming irrelevant .
rapidly , consumer expectations shift , and competition intensifies . Below are reasons why innovation is critical .
Keeping Up with Technological Advancements : With breakthroughs in artificial intelligence , automation , and digitalization , companies that fail to innovate risk falling behind . Technologies like AI , 5G , and the Internet of Things ( IoT ) are transforming industries , and businesses must adapt or be left behind by more agile competitors .
Meeting Evolving Consumer Expectations : Today ’ s consumers demand convenience , speed , and seamless experiences across platforms . Innovations like mobile integration , user experience design , and personalized services have become the baseline expectations for modern customers .
Staying Competitive in a Crowded Market : Globalization has increased competition in nearly every sector . Businesses that fail to innovate risk losing market share to disruptive startups or international competitors . Innovation differentiates businesses in saturated markets by offering new value propositions , better customer experiences , or unique features .
Improving Operational Efficiency : Innovations in automation , AI , and process optimization can help businesses improve efficiency and reduce costs . For instance , AI-powered supply chain management and robotic process automation ( RPA ) can streamline workflows , reduce human error , and enhance productivity .
Capturing New Markets : Innovation opens doors to new markets , industries , and customer segments . Tesla ’ s
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