CHAPTER 10

DESIGN: CREATE AND TEST FOR DIVERSE USERS

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In today’s image-conscious world, the way an innovation is designed and tested can easily make or break its success. Gerber’s infamous faux pas when introducing baby food to the West African market stemmed from assuming that a cute baby face on the label would sell baby food anywhere. Gerber saw an opportunity to provide middle-class consumers in places like Ghana and Liberia with the convenience and nutritional benefits of baby food. The company launched its product at a very low price with lots of promotions including free samples, but very few people picked up the samples and even fewer ...

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