Take a look around your product category for the true leaders.

They're not always the brands with the best name recognition, but those that truly offer something different in their category—a difference that consumers value.

If you're looking for brands to emulate, note those that position themselves in ways that fall outside the category norm. Lisa Bodell, CEO of futurethink, suggests one exercise that I find intriguing: Identify product innovations that draw inspiration from uncommon connections.

Glad Press'n Seal Sealing Wrap is one example that results from this approach. The product marries the capabilities of competitors Procter & Gamble and Clorox to create a joint venture that combines technology with creative insight. Packaging sells the benefits of the product's sealing technology.

Bodell says your creative team can immerse itself in the journey toward forming uncommon connections by answering a simple question: How can we enhance our product offerings by combining two products into one?

"Life is parallel, not linear, anymore, because we are all multitasking," she says.

At the recent Packaging Summit in Rosemont, IL, Bodell outlined additional ways that leaders find what's next.

They identify rules that hamper their creative efforts and then break them. They add some fun by whacking away at their company's "stupid" rules.
They "Google" the future by using the Internet search engine often (and including a year as a search attribute).
They use search engines to find relevant white papers and conference presentations.
They seek out a younger mentor to help them understand and navigate new technologies and online social communities.
They associate with people who can teach them something new.
They establish a regular "listening day" when they minimize speaking and focus mostly on what others are saying.
Your creative team already is armed with plenty of information, Bodell says. Follow these ideas and you might find a new way to harness product and packaging ideas that evolve your brand into a category leader.

By Jim George, Editor