Misha de Sterke

• 2nd

👉 A pivot is not failure. Continuing without evidence is. Most companies have become very good at reducing technical uncertainty, but much less disciplined at reducing commercial uncertainty. We test prototypes, formulations and technologies before scaling them. Yet pricing, channels, positioning, adoption and market size are still often treated as planning assumptions rather than hypotheses to validate. That is a very costly gap. In my latest article, I explore why FMCG companies need to complement Technical R&D with Commercial R&D: a more rigorous way to learn what will actually: 1️⃣ create demand, 2️⃣ repeat purchase 3️⃣ scalable growth Before major investments are locked in. I also look at why opportunity sizing needs to change as you move from H1 to H3 innovations and why a large theoretical market is not the same as an investable growth opportunity. If you work in innovation, R&D, marketing or growth, I think this is a debate worth having. #innovation #10xgrowth #R&D #FMCG #growth #corporateinnovation https://lnkd.in/ezUPX2gQ