Procter & Gamble

Procter & Gamble

Helping a large company innovate like a start-up


When launching some of its most disruptive new products, P&G uses a “lean start-up” approach to innovation. This approach brings together small cross-functional teams to develop and launch a series of “minimally viable products”. These early launches allow the teams to test and adapt their propositions with the speed and agility of a start-up.

A lean approach drives value in different ways: it brings together the best of P&G’s capabilities from all of its business units; it increases innovation productivity by testing market potential early; and it encourages innovation in business models as much as in products and services.

P&G asked Innovia to support one of its lean start-up initiatives.


Innovia brought diverse skills and experience to the challenge. We considered strategies for protecting a new venture through its business model and patent portfolio. Our behavioural scientists explored ways to encourage consumers to try new products. This enabled P&G’s lean start-up teams to rapidly validate key assumptions for their projects.


Our program delivered patent strategies, analysis of disruptive business models, behavioural insights to strengthen e-commerce propositions, and novel partnership opportunities. P&G is taking our work forward to help drive business growth.