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


We considered strategies for protecting a new venture through its business model and patent portfolio and applied behavioural science to improve consumer uptake. This enabled P&G’s lean start-up teams to rapidly validate key assumptions for their projects. A lean approach helps P&G to use the best capabilities from all its business units, it allows early testing of market potential, and it encourages business model innovation as well as innovation in products and services.


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.