Post by Descartes & Mauss

A growth opportunity is only as strong as the insight behind it. And this is where many innovation projects become fragile. Not at launch. Not even during execution. But much earlier, before the brief is even written. A team spots a shift in the category. Consumer behaviour is moving. There are early signals, emerging needs, maybe even pressure from the business to “do something with this.” But “there is something here” is not yet an opportunity. Before a business can act, the harder questions need answering: → What is the real customer tension? → Who is this actually for? → What context is driving the signal? → Why does this matter now? → Is this strong enough to brief, defend, and execute? Without that depth, a growth opportunity quickly becomes a vague idea with a promising title. And vague opportunities create weak execution. Lovely deck. Painful meeting. No surprise 85% of new products fail (Nielsen). While failure has many causes, one of the earliest risks is moving forward before the opportunity has been clearly understood. That’s exactly what our Growth Opportunities feature is built for. It helps teams move beyond “this looks interesting” by unpacking the insight behind each opportunity: → Customer Need: the demand actually driving the space → Market Size: an AI-estimated view of opportunity size, by segment and spending potential → Strategic Fit: a score showing how naturally the opportunity aligns with the brand → Customer Segments: the most relevant profiles, structured through the 5Ws The goal is not to fill the innovation pipeline with more ideas. It is to make the strongest opportunities clear enough to prioritise, defend, and act on. 👉 Book a demo to see the Growth Opportunity feature live: descartesmauss.ai/demo