Five key leadership behaviours lay behind rare ‘breakthrough’ success in the consumer packaged goods (CPG) business, according to the Nielsen Breakthrough Innovation Report, introduced by Jason Green and Taddy Hall in Chief Executive.
‘Breakthroughs’ are products that expand or create new product categories – often required to maintain or grow a company’s market share. In the CPG market, 80% of growth comes from 1% of brands. Breakthrough success is so rare that of 3,500 new brands looked at by the Nielsen study, only 18 made the grade.
Breakthrough success requires these five breakthrough leadership qualities that you can apply to your own business: