It is an elaborate process. For example, the goal may be to develop an idea for a new cleaning product. The ingredients are a team that is as diverse as possible and brings many different perspectives to the innovation process, a generous dose of creativity and a lot of patience.
To develop an understanding of the problem, the team takes a lot of time. “That’s important, because consumers and their needs are always the focus”, said Dingert. That’s why they also go right into the households and have them explain and demonstrate exactly what people are doing with their cleaning equipment, for example.
The team evaluates the consumer issues that come to light in this process according to their importance to the company and the consumers, and then consistently works only on the issues that are important to both - then the brainstorming begins. "Strive for the new, create the new: When I see that spark ignite the team, it excites me," Dingert says. If others are as passionate about new ideas as he is.