79. How to go Beyond Category

“Why is there a desire to reframe business growth?”

This week Nick Graham, Global Head of Insight of Mondelez, joins guest host Michael Edwards, Co-Founder and Chief Growth Officer of Dig Insights, to discuss reframing new business growth, changing the view on specific product categories, and shifting the way of doing innovative research.

In this episode we discuss:

• How to reframe new business growth in a category mindset industry
• Benefits and challenges of changing the perspective lens on the category that companies operates in
• How the shift in mindset has affected how Mondelez does innovative research
• How reframing can open up new opportunities in terms of the product (ex: wrapping of chocolates represent gift giving)
• The impressive career path with companies like PepsiCo and Unilever that brought Nick to Mondelez

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