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Despite sophisticated processes and systems, over 90% of new products and services fail in the marketplace.

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	Case Histories
Maxwell House Lite Assignment: The Maxwell House Company hired us to create new products and line extensions to the flagship Maxwell House brand. Key Insights/Recommendation/History: We discovered a key insight…that many consumers drink full caffeine coffee in the morning, as a wake-up but mix with decaf later on in the day. We recommended that they make a half caffeine coffee, which was easy since it only required mechanically mixing regular and decaf coffee. This product pioneered a new category and is a strong part of the Maxwell House line, today.

Case Histories