Richard Sells

…who when Chief Innovation Officer at Electrolux led a move from a disparate portfolio of 55 brands to a few brands focused on what customers really valued – not just the engineering, but the way different people used the technology to make their lives easier. His customer innovation team brought structure and better connection to customers. They got people across the business going to customers’ homes across the world, getting involved in everyday activities from washing up to cooking dinner. They saw first-hand what they did and why, growing belief in what really mattered. They created relatable personas and clear roles for the few crucial brands, then shared widely and immersively to great ultimate effect for the business. The results were strong, adding to healthy growth achieved more cost-effectively than the previous engineering-led approach.