Energizer takes on New Ideas

BT has shared its innovation approach and expertise with Energizer Battery, one of the world's leading manufacturers of batteries and flashlights.

Energizer executives found the whole experience so illuminating that they believe the collaboration will help to change their company forever.

The Energizer business is no stranger to innovation. One of the company's founders invented the first dry cell battery for consumer use in 1896 to power home telephones.

To respond to the challenge of developing its business in today's competitive environment - and enable diversification from its existing portfolio - Energizer was recommended to follow BT's approach to innovation.

Mike Rivard, Energizer's general manager of new business development, said: "We were fascinated by BT's approach, particularly the operation of its New Ideas scheme and the way it quickly validated and pursued business opportunities with a hothouse approach. We wanted to learn more."

BT set up a team of experienced innovation practitioners to consult with and advise Energizer.

Boot camp

Energizer executives came to the UK for a six-week hothouse, starting with a three-day boot camp to impart learning. The hothouse chose new ideas from across the company and developed formal proposals for consideration by a senior steering group. Against strict business criteria, these were honed down to those that would deliver real and immediate business benefit for Energizer or provide a platform for the future.

BT recommended an Energizer 'prime pump' campaign, based on part of the BT New Ideas scheme. This was designed to encourage Energizer people to put forward ideas for new product or market development and create the means for the company to tap into the wealth of knowledge and innovation within its workforce.

Mike said: "The prime pump campaign really captured the imagination and passion of Energizer people and got us off to a great start. It allowed us to reach out around the globe and pose targeted questions of our colleagues. We collected 166 new ideas from more than 100 people in a matter of days."

Dan Stuckey, vice-president for strategic business units at Energizer Battery, said: "The ideas that we are now pursuing could well make a significant difference to the future of Energizer. But one thing is for sure, the collaboration with BT has helped change our company forever."