Let's talk cookies! Specifically, the iconic Oreo – a delicious treat that brings smiles to faces around the world. But did you know the story behind Oreo Cookie Crumbs? It's a testament to the power of seeing opportunity where others see problems.

As an innovation expert, I'm a huge fan of what Jean Spence, former EVP of R&D at Kraft (now Mondelez), accomplished with the Oreo brand. When I introduced her to the Third Angle Way of Thriving Method™, she lit up. It resonated with her because it captured the essence of what great innovators do: see more.

From Broken Cookies to Brilliant Idea

Here's the story: The folks at Kraft were having a bit of a headache. All those delicious Oreos breaking during production meant waste and rising costs. They came to Jean for solutions, from revamping machinery to tweaking the recipe (which, for a purist like me, was a non-starter!).

But Jean and her team,  champions of the "Way of Seeing,"  didn't just see a problem. They saw a question:  "Is there any value in these broken cookies?"

Thinking Outside the Box (or Cookie Jar!)

One team member, a master of spotting analogies,  remembered hearing about concrete engineers who repurposed leftover pieces.  This sparked a connection –  could they do the same with the broken Oreos?

Weaving the Magic: Market + Innovation = Success

Now came the "Way of Weaving." Jean's team  connected the dots. Market research showed a growing trend of fast-food chains and bakeries using Oreo bits in their creations.  Voila! The perfect target market for repurposed cookie pieces!

Marketing, sales, and R&D all joined forces. Today, you and I can enjoy bags of Oreo Cookie Crumbs, adding delightful bits of magic to our desserts. This is the power of collaboration and seeing opportunity where others see only crumbs.

The Third Angle Way: A Recipe for Innovation

The Oreo Cookie Crumbs story perfectly illustrates the three pillars of the Third Angle Way:

• The Way of Seeing:  It's about looking beyond the immediate problem to find hidden opportunities.
• The Way of Weaving:  Great ideas need to connect with existing needs and trends in the market and within your company.
• The Way of Embodying:  Innovation thrives on leadership by example. Showcasing the value of established brands (like Oreo) makes new products more desirable.

Stay tuned for more!

In my next few posts, I'll delve deeper into each of these "Ways,"  providing a roadmap for you to  unlock innovation in your own world.  Remember, seeing more, weaving connections, and leading by example are the ingredients for building thriving brands – just like the magic of Oreo Cookie Crumbs!

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