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FEI: Front End of Innovation

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June 10-12, 2024
Omni Boston Hotel at the SeaportBoston
June 10-12, 2024
Omni Boston Hotel at the Seaport,
Boston

20th Anniversary Interview Series

Humanizing Innovation Data

Seth Adler w/Brigette Wolf

Brigette Wolf was hired to be modern frozen snack maker MyMochi’s chief marketing officer. She talks with Seth about humanizing data, innovations that can be made, and several other things as she prepares for her role with the Los Angeles-based company. With new products being introduced, the first part of Wolf’s new strategy is revealed. Wolf headed up Mondelez' SnackFutures, where she had been the creator and leader for over five years, provides her with valuable knowledge of innovation, venture, and start-up information. 



Wolf is focused on increased growth through focused marketing, bold innovation into different categories, and bolstering the brand's relationship with customers. This can be seen as the brand focuses on social media, with a very active presence on TikTok and Instagram. With regular posting and responding to comments, it's already trying to cultivate an engaging atmosphere with customers. The more customers feel connected to the brand, the more the customers themselves will publish content pertaining to the brand, and there’s no better advertising than word of mouth from customers.

See Brigette at FEI. Register Now.

While talking to Seth, she decides to give a great book recommendation that inspired her to love when people talk about innovation. The book she recommends is called “The Medici Effect, With a New Preface and Discussion Guide: What Elephants and Epidemics Can Teach Us About Innovation” written by Frans Johansson, which talks about the Renaissance and  cross-collaboration. According to Wolf, people talk about nature and how nature inspires innovation, naturally. She gives an example of how people talk about car designs and how car designs get done and how prior speakers help to reignite the passion for innovation.

Wolf also provides commentary on some of the common pitfalls she’s heard that kill careers, such as how focusing all of the company’s energy on innovation can hurt the company because nothing gets accomplished. Wolf’s mission is that she wants to see the product and the impact it can have on the marketplace based on those innovations.  Wolf wants to remind us that there’s a culture that has a need for innovation and “high spirit,” as she puts it. She also tries to explain that it's all about understanding the context that companies find themselves in and that is a place where the environment is in a mix with high inflation, a lot of change and uncertainty but also an environment where there’s an incredible opportunity for innovation.

See Brigette at FEI. Register Now.

Wolf is also focused on really understanding the consumers of MyMochi products and what their needs are and what needs aren't being met to then help them drive the company to innovate in areas that help the consumers. She also explains how thanks to social media there has been a shift in power in the marketplace in that it has moved to the consumer and that the consumer has a lot of choices. The focus then, as she explains, is that you have to serve the consumer and understand that. It’s a given that a company wants to make a product and make it more affordable, but also to make sure the company knows what they are creating and for whom they are creating items, in order to properly market them and be successful.

See Brigette at FEI. Register Now.