How to Build Products Your Customers Will Love (Product Innovation Part 1 of 2)

by Justyn Bostic
12.07.2021
Author: Nicole Brown
Dec 7, 2021 – 10 min read

In a complicated, fast-moving world where brands no longer dominate the conversation and consumers now hold enormous sway, innovation matters because it’s the common language you and your customers still speak. And of course, how you innovate — your mindset, processes, and methodologies — makes a huge difference not only in accelerating time to profitability of your new or revamped product or service, but in the long-term adoption of it in the market.

As Thomas Ripsam and Louis Bouquet say in “10 Principles of Customer Strategy”: 

“Because technological breakthroughs are now common in nearly every industry, customers expect big changes to be a regular occurrence.”

They go on to say, 

“The most successful companies continually experiment with innovations that make life better for customers. Customers appreciate companies that can do this effectively, time after time.”

Putting it into context, incorporating product innovation into your overall business plan helps ensure that you won’t fall too far behind the competition, or, worse, fizzle out completely. You won’t be alone in this. McKinsey found that 80% of business executives are afraid that their business models are at risk for disruption, and 84% believe innovation is important to their growth strategy. Part and parcel of this is innovation in product development.

So let’s discuss how to do this. Today, in Part 1, we will share how OBX supports successful new product innovation with our process and our team. Next month, in Part 2, we will share our innovation portfolio, identifying key trends for 2022 and the products and formulations that best serve the largest areas of commercial opportunity in the industry.

The 5% Rule

Every year, tens of thousands of new consumer products are launched in the United States. But how many of those products survive the ultra-competitive market? According to Harvard Business School professor, Clayton Christensen, 95% of those new products fail. If your product or solution is innovative, you’ve got a much higher chance to survive and thrive, and have your product be among the 5% that succeed. 

It takes a village to develop and launch an innovative product/service in today’s market—from the formulation scientists to the manufacturing experts, from the engineers to the regulatory experts, you’ll need everyone’s help to make sure you’re part of the 5%.

 At OBX, we examine what both our clients and their consumers actually want, and create a family of products that are second to none in the industry. Our curation of ingredients, flavors, technologies, and form factors are thoroughly vetted, nationally tested and expertly formulated. We’ve invested our time and resources to curate best-in-class products….so with one call, you save time, stay focused on solutions and trust our offerings to do the job, which is exactly what they do.

 Further, the service levels of our team are second to none. At a time when our clients need access, answers, engagement and robust dialogue, the team at OBX  is readily available to do so. We pride and differentiate ourselves not only with our amazing products,  but the service and responsiveness of our people.

How Our Team Innovates With Your Team

Our experienced team understands the importance of asking you the right questions and learning the right details so that we can help you make the best products possible.

 Our philosophy of innovation is simplicity itself — 

 If there’s a better way to make it, we’ll find it.
In terms of quality, cost efficiency and speed from concept to shelf, we never stop looking for a smarter way to do our job.

 If it can taste better, we’ll enhance it.
Our dedicated R&D Team is constantly looking for the freshest, most pleasing new flavors to help make your products consumer favorites. 

 Form always follows function.
We combine years of formulation experience with emerging healthcare needs to create unique offerings, so there is never a tradeoff between product efficacy and consumer appeal. We’ve pioneered formats, and we’re always open to expanding the frontier.

 Our process combines manufacturing knowledge, resources, and experience to bring your product to fruition, from start to finish.

  • The First Inquiry: We’ll work with you to establish all of the necessary details concerning your product’s formulation, certification, and packaging needs.
  • Product Sampling: We are able to flavor and prepare a sample of your product to be sent to you for evaluation before finalizing your formulation.
  • Specifications: You will be sent a specification sheet with the information previously established along with a production quote.
  • Production: Once your specifications have been finalized and an order has been received, we initiate the production process.
Our Superpowers

OBX has the largest teams dedicated to innovating, evolving, producing and branding cannabinoid products in every form. Our innovation network spans across 4 continents and lives and breathes the global cannabinoid atmosphere. Our divisions offer complete, customized services with the broadest finished product and kit portfolio, providing clients with the ideal range of next-generation cannabinoid products.

  • Trend Scouting: Our team keeps our eyes open for gaps in specific sectors of the market, allowing OBX to anticipate and generate new trends
  • Deep Consumer Culture: We create products the fulfill every consumer needs, based on our deep understanding of the market as insiders, including proprietary consumer insights and relentless analysis of market data
  • New Ingredients: Driven by consumer needs, OBX creates unique and inimitable products thanks to exclusive raw materials and technologies. Exploring other industrial sectors, dedicated teams find inspiration and apply them to cannabinoids, thus broadening opportunities and enriching the industry as a whole.
  • Exclusive Technologies: Exclusive and advanced technologies and raw materials defines OBX as the leader in innovation and top-quality formulas worldwide
  • Unrivaled Resources: A vast network of teams and partnerships allows OBX to resource innovation from other industries, launching formulations into the future of cannabinoid products 
  • Product Development: Interconnected laboratories ensure that ideas take form by means of formula design and into the envisioned final product through varied technology paths, with a critical sensibility in the development and appraisal of a product
  • Client Proximity: Continuous contact with clients, to better serve every client from every market and segment 
Meet Our R&D Talents

Our in-house R&D team include experienced masterminds with a combined 100 years of experience in food, beverage, nutraceutical, pharmaceutical, and cosmetic product innovation. They understand this is a business and are focused on helping you build yours.

Andrea Baillo
Vice President of Product Innovation and Research

Baillo is an experienced scientist with a demonstrated history of working in cannabis research, development, and manufacturing, cancer research, and food and beverage industries. Baillo most recently served as Senior Director, Research & Development, Quality at Green Thumb Industries (GTI), and she is known for her focus on product safety and stability of cannabinoid focused formulations in highly regulated markets. 

David Temelkoff
Director of R&D and Quality Control

Analytical chemist with extensive quality control, instrumentation, and R&D background during his 15-year career at GlaxoSmithKline. Expert in analytical techniques using NMR spectrometry, GCMS, HPLC, LCMS, IR, TLC et al. 

Alex DePalma
Director of Product Innovation

DePalma is a cannabis product developer and scientific researcher with 10 years’ experience in analytical chemistry, material science engineering, and product development across multiple industries. DePalma spent the last 4 years as Research and Development Manager and Product Developer at Green Thumb Industries (GTI). leading product development, enhancements, and redesign with a focus on production, quality management systems, and strategic technology for multiple cannabis brands. 

Trevor Gentry, Ph.D.
Senior Product Development and R&D Scientist

Food Scientist with published research from Cornell University. 20+ years product development & formulation expertise for Hill’s Pet Nutrition, Givaudan Flavors, and Phillip Morris. 

Francesco Alagna
Topical Formulation Consultant

Francesco has created products for the world’s most well known CPG companies. With a masters degree in cosmetic science and pharmaceutical biotechnology, Francesco is on the cutting edge of what’s possible in CBD. 

Megan Jones
Product Development / Associate Scientist, Food Science

Growing food and beverage scientist from Towson University. Megan’s cannabis career began 2 years ago in Maryland with experience ranging from cannabis retail and sales, manufacturing and product development at Green Thumb Industries. Additional experience with plant proteins and dairy-free alternative product development, food safety, cGMP and natural & organic foods. B.S. Cell and Molecular Biology, Towson University.

Sarah Lundfelt
Stability Program / Associate Scientist, Stability Program Manager

Growing industry professional with experience in product manufacturing and managing extensive product stability of cannabis products for Green Thumb Industries (GTI) with emphasis on thorough and accountable data acquisition and reporting. Additional work in R&D implementing quality control measures in cannabis production including product specifications, sanitation, and microbial assessment procedures. Bachelor’s degree focused in Biology, General from Salisbury University.

Peyton Daly
Product Development / Associate Scientist

Mid-level scientist with a background in project management, technical data trialing, natural resource surveying and environmental technology. Responsible for inventory management, stability study management, topical and ingestible formulation, ingredient procurement, client alignment and communication and creating product specifications. Deeply experienced research horticulturist with a BS from North Carolina State University in Environmental Technology and Management.

Dalia Davis
Product Development / Technologist

Experience scientist in extraction and refinement technologies with a cannabis certification from Northern Michigan. In the formulation setting Dalia manages the formulations of aerosol sprays, tinctures, vape cartridges and topicals. Passionate about neuroscience and natural products development.

At OBX, we’re combining science with innovation to take cannabinoid products to the next level. Let our team of experts develop your next-generation products, from start to finish. Reach out to [email protected] to speak to our team of experts about your next cannabinoid-enabled project.

Author: Nicole Brown
Dec 7, 2021 – 10 min read

In a complicated, fast-moving world where brands no longer dominate the conversation and consumers now hold enormous sway, innovation matters because it’s the common language you and your customers still speak. And of course, how you innovate — your mindset, processes, and methodologies — makes a huge difference not only in accelerating time to profitability of your new or revamped product or service, but in the long-term adoption of it in the market.

As Thomas Ripsam and Louis Bouquet say in “10 Principles of Customer Strategy”: 

“Because technological breakthroughs are now common in nearly every industry, customers expect big changes to be a regular occurrence.”

They go on to say, 

“The most successful companies continually experiment with innovations that make life better for customers. Customers appreciate companies that can do this effectively, time after time.”

Putting it into context, incorporating product innovation into your overall business plan helps ensure that you won’t fall too far behind the competition, or, worse, fizzle out completely. You won’t be alone in this. McKinsey found that 80% of business executives are afraid that their business models are at risk for disruption, and 84% believe innovation is important to their growth strategy. Part and parcel of this is innovation in product development.

So let’s discuss how to do this. Today, in Part 1, we will share how OBX supports successful new product innovation with our process and our team. Next month, in Part 2, we will share our innovation portfolio, identifying key trends for 2022 and the products and formulations that best serve the largest areas of commercial opportunity in the industry.

The 5% Rule

Every year, tens of thousands of new consumer products are launched in the United States. But how many of those products survive the ultra-competitive market? According to Harvard Business School professor, Clayton Christensen, 95% of those new products fail. If your product or solution is innovative, you’ve got a much higher chance to survive and thrive, and have your product be among the 5% that succeed. 

It takes a village to develop and launch an innovative product/service in today’s market—from the formulation scientists to the manufacturing experts, from the engineers to the regulatory experts, you’ll need everyone’s help to make sure you’re part of the 5%.

At OBX, we examine what both our clients and their consumers actually want, and create a family of products that are second to none in the industry. Our curation of ingredients, flavors, technologies, and form factors are thoroughly vetted, nationally tested and expertly formulated. We’ve invested our time and resources to curate best-in-class products….so with one call, you save time, stay focused on solutions and trust our offerings to do the job, which is exactly what they do.

Further, the service levels of our team are second to none. At a time when our clients need access, answers, engagement and robust dialogue, the team at OBX  is readily available to do so. We pride and differentiate ourselves not only with our amazing products,  but the service and responsiveness of our people.

How Our Team Innovates With Your Team

Our experienced team understands the importance of asking you the right questions and learning the right details so that we can help you make the best products possible.

Our philosophy of innovation is simplicity itself — 

If there’s a better way to make it, we’ll find it.
In terms of quality, cost efficiency and speed from concept to shelf, we never stop looking for a smarter way to do our job.

If it can taste better, we’ll enhance it.
Our dedicated R&D Team is constantly looking for the freshest, most pleasing new flavors to help make your products consumer favorites. 

Form always follows function.
We combine years of formulation experience with emerging healthcare needs to create unique offerings, so there is never a tradeoff between product efficacy and consumer appeal. We’ve pioneered formats, and we’re always open to expanding the frontier.

Our process combines manufacturing knowledge, resources, and experience to bring your product to fruition, from start to finish.

  • The First Inquiry: We’ll work with you to establish all of the necessary details concerning your product’s formulation, certification, and packaging needs.
  • Product Sampling: We are able to flavor and prepare a sample of your product to be sent to you for evaluation before finalizing your formulation.
  • Specifications: You will be sent a specification sheet with the information previously established along with a production quote.
  • Production: Once your specifications have been finalized and an order has been received, we initiate the production process.
Our Superpowers

OBX has the largest teams dedicated to innovating, evolving, producing and branding cannabinoid products in every form. Our innovation network spans across 4 continents and lives and breathes the global cannabinoid atmosphere. Our divisions offer complete, customized services with the broadest finished product and kit portfolio, providing clients with the ideal range of next-generation cannabinoid products.

  • Trend Scouting: Our team keeps our eyes open for gaps in specific sectors of the market, allowing OBX to anticipate and generate new trends
  • Deep Consumer Culture: We create products the fulfill every consumer needs, based on our deep understanding of the market as insiders, including proprietary consumer insights and relentless analysis of market data
  • New Ingredients: Driven by consumer needs, OBX creates unique and inimitable products thanks to exclusive raw materials and technologies. Exploring other industrial sectors, dedicated teams find inspiration and apply them to cannabinoids, thus broadening opportunities and enriching the industry as a whole.
  • Exclusive Technologies: Exclusive and advanced technologies and raw materials defines OBX as the leader in innovation and top-quality formulas worldwide
  • Unrivaled Resources: A vast network of teams and partnerships allows OBX to resource innovation from other industries, launching formulations into the future of cannabinoid products 
  • Product Development: Interconnected laboratories ensure that ideas take form by means of formula design and into the envisioned final product through varied technology paths, with a critical sensibility in the development and appraisal of a product
  • Client Proximity: Continuous contact with clients, to better serve every client from every market and segment 
Meet Our R&D Talents

Our in-house R&D team include experienced masterminds with a combined 100 years of experience in food, beverage, nutraceutical, pharmaceutical, and cosmetic product innovation. They understand this is a business and are focused on helping you build yours.

Andrea Baillo
Vice President of Product Innovation and Research

Baillo is an experienced scientist with a demonstrated history of working in cannabis research, development, and manufacturing, cancer research, and food and beverage industries. Baillo most recently served as Senior Director, Research & Development, Quality at Green Thumb Industries (GTI), and she is known for her focus on product safety and stability of cannabinoid focused formulations in highly regulated markets.

David Temelkoff
Director of R&D and Quality Control

Analytical chemist with extensive quality control, instrumentation, and R&D background during his 15-year career at GlaxoSmithKline. Expert in analytical techniques using NMR spectrometry, GCMS, HPLC, LCMS, IR, TLC et al.

Alex DePalma
Director of Product Innovation

DePalma is a cannabis product developer and scientific researcher with 10 years’ experience in analytical chemistry, material science engineering, and product development across multiple industries. DePalma spent the last 4 years as Research and Development Manager and Product Developer at Green Thumb Industries (GTI). leading product development, enhancements, and redesign with a focus on production, quality management systems, and strategic technology for multiple cannabis brands.

Trevor Gentry, Ph.D.
Senior Product Development and R&D Scientist

Food Scientist with published research from Cornell University. 20+ years product development & formulation expertise for Hill’s Pet Nutrition, Givaudan Flavors, and Phillip Morris.

Francesco Alagna
Topical Formulation Consultant

Francesco has created products for the world’s most well known CPG companies. With a masters degree in cosmetic science and pharmaceutical biotechnology, Francesco is on the cutting edge of what’s possible in CBD. 

Megan Jones
Product Development / Associate Scientist, Food Science

Growing food and beverage scientist from Towson University. Megan’s cannabis career began 2 years ago in Maryland with experience ranging from cannabis retail and sales, manufacturing and product development at Green Thumb Industries. Additional experience with plant proteins and dairy-free alternative product development, food safety, cGMP and natural & organic foods. B.S. Cell and Molecular Biology, Towson University.

Sarah Lundfelt
Stability Program / Associate Scientist, Stability Program Manager

Growing industry professional with experience in product manufacturing and managing extensive product stability of cannabis products for Green Thumb Industries (GTI) with emphasis on thorough and accountable data acquisition and reporting. Additional work in R&D implementing quality control measures in cannabis production including product specifications, sanitation, and microbial assessment procedures. Bachelor’s degree focused in Biology, General from Salisbury University.

Peyton Daly
Product Development / Associate Scientist

Mid-level scientist with a background in project management, technical data trialing, natural resource surveying and environmental technology. Responsible for inventory management, stability study management, topical and ingestible formulation, ingredient procurement, client alignment and communication and creating product specifications. Deeply experienced research horticulturist with a BS from North Carolina State University in Environmental Technology and Management.

Dalia Davis
Product Development / Technologist

Experience scientist in extraction and refinement technologies with a cannabis certification from Northern Michigan. In the formulation setting Dalia manages the formulations of aerosol sprays, tinctures, vape cartridges and topicals. Passionate about neuroscience and natural products development.

At OBX, we’re combining science with innovation to take cannabinoid products to the next level. Let our team of experts develop your next-generation products, from start to finish. Reach out to [email protected] to speak to our team of experts about your next cannabinoid-enabled project.

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Got Innovation? If you see an interesting new brand, trend or other innovative idea, please feel free to share directly with us! All ideas are welcome!

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