Kay Allison & Thomas Brown of Ad Altius Advisors This event is for Work In Progress members. However, non-members may attend and work for the day in our worklounge with the purchase of a Day Pass.About Thomas Brown:
Thomas Brown has recurrently produced highly successful exits for startups in Silicon Valley and elsewhere for the past seven years. He has done so from both the role of an executive (including UpTake, acquired by Groupon; and Bescover, acquired by BKZ Group) and advisor, where he has worked with companies in sectors such as crowdfunding and artificial intelligence.Thomas’s first career was as a psychologist. Educated at Yale, he acquired an understanding of human behavior that forms the core of the business philosophy at Ad Altius Advisors. Through collaboration with other highly accomplished individuals, the firm has evolved a methodology that brings superior outcomes through powerful practices and strategies, the results of which are exits that are more than five times the national average.About Kay Allison:
I work with companies who know that becoming more consumer-centered is critical to their business success and yet don’t have the practices to realize that ambition.Working together, we create an interpretation of their end-user that helps them successfully meet their business challenges and create more consistent innovation successes. In fact, my clients’ success rate is 8X the national average.These are some clients that have benefitted from this approach:
- Invent Mark Cosmetics from Avon (reinventing direct selling among young women)
- Produces $85MM in annual revenue
- Brand essence is based on young women’s desire to make their mark on the world and create their identities through their external “look.”
- Direct selling model – a breakthrough innovation – built on young women’s naturally-occurring communication patterns around beauty and identity
- United Airlines transform on-board meals from an expense to a source of revenue (with better quality and fewer consumer complaints). Transformed on-board meals from a $65MM expense to a $20MM source of new revenue.
- Discover create their new Discover It card
- Create the corporate strategy and positioning for Yell/hibu
- The Yellow Book company is now called hibu. We helped them understand how they could offer meaningful and relevant connections between neighborhood shoppers and small/medium businesses. This became the foundation of the new company.
- Invent Trojan Vibrations (new line of vibrators sold in drug and mass merchandisers, produces $25MM in annual revenue)
- We dispelled the myth that vibrators are only for lonely single women; instead, we interpreted consumers’ stories to show the opportunity for vibrators to enhance sex between couples.
- Our engagement with consumers provided the breakthrough product development brief that produced a vibrating base with three different heads.
- Create Skillet Meals and Slow Cooker meals for Tyson
- Develop The Home Depot’s repositioning (tagline: “You can do it. We can help.”) and create their merchandising strategy and magalog-style catalogs.
- DIYers want to complete projects not buy individual parts and pieces. That means combining DIY “stuff” with hands-on know- how.
- Kraft Foods’ launch Mio Beverages ($150MM in Year I revenue), Ritz Chips ($100MM in Year I revenue), Philly Cooking Creme, and create Crackerfuls
- Reposition of Kraft Salad Dressings, Lacta (Brazil), Miracle Whip, Crystal Light
- Reposition Glade, Pledge, Scrubbing Bubbles and Ziploc for SC Johnson
- Reposition Nicorette (GlaxoSmithKline)
- Create and implement Learning Experiences (Design the Consumer Journey and Shopper Marketing Hot Houses for Kraft, Design Insight Learning for ConAgra)
In addition, I’ve authored a book Secrets from the Innovation Room (published by McGraw-Hill in 2004), created and taught a Marketing Innovation course for Northwestern University (IMC graduate level program), and guest lectured in the entrepreneurial/innovation program at the Kellogg School of Management.I belong to The Chicago Network (Chicago’s 400 most powerful women), Kellogg Innovation Network and Colorado Innovation Network. I have participated in leading-edge courses from the Newfield Network, Aji Network and Institute for Generative Learning.