Author:Deirdre Walters

Seeking the Emotional – Functional Balance

The term ‘jobs to be done’ is widely accepted as a way to unlock new innovation opportunities for products and services by starting to ask ‘what job is it doing?’ First coined by Clayton Christensen as a means to look at customer motivations, at Untapped we approach it a little differently, pushing the ‘jobs’ concept even further to seek an innate balance between functional and emotional jobs required of any product or service in order to succeed.   Functional Jobs ‘The function of design is letting design function’ (Micha Commeren). The product must work. It must work effortlessly and intuitively. We hear this again and again but what is effortless and intuitive? These broad ideas must be broken down further into specific functional jobs that the product must deliver to the end user. To...

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Story – A Must Do For Any Brand, Product Or Organisation Who Wants to Engage & Connect

A recent Sunday Times article grabbed our attention when it quoted Debelle de Montby’s review of the changing consumer demands in China, ‘The key lies in telling better stories, not adding new storeys to flagship shops. Chinese consumers expect a narrative from brands. They want to be charmed to think a label would like them as part of their story." And we see this beyond China. In every part of the world consumers are becoming more discerning about the brands and products that they choose, and the best story-tellers are rising to the top. So why do so many brands operate without a story? And why do so many attempts at story-telling fall flat? We believe that too often products are rushed into market without thinking about the connection that the...

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The Ultimate Story Telling Machine

Being Valentine’s Day, we thought we’d tell you about a product we love; Avon Anew Clinical Eye Lift.  What is it about this product that has led to one being sold very 3 minutes and it winning countless coveted beauty awards? At Untapped we think it’s because Avon found an incredible story to underpin their idea that is both new and intuitive and they didn’t stop there. They cleverly designed their story into both the product and the package so that it is immediately obvious to someone’s head & heart that this offering is different & better. Digging for the Story In a world where ‘the 10 best eye creams’ articles frequently appear in the media it’s obvious that treating ageing skin around the eye for the end user is a big,...

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hidden stories

Hidden Stories Unlock Big Business Results

Concept development is the key innovation starting block for many businesses. A concept is usually a 3-sentence summary of an idea that contains an insight, a benefit and a reason to believe. Concepts are important as they challenge the business team to ensure that their new idea is single minded and can be communicated well as they go to market. So why do so many organizations struggle with concept development? And why do so many concepts fail to deliver innovation results that grow the business? Stop & Think - Find the Underpinning Story then Write the Concept All too often concepts are written from top-line consumer and technology understanding. Organisations are used to running at break neck speed and innovation through concept development is no exception. By pausing, taking the time to...

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