Strategic Investment

The Basic Idea

Strategic investment at a company might look like: 

  • An acquisition or merger with a company’s competitor
  • Getting into a new market (i.e., expanding from cell phone batteries to tablet batteries)
  • Adopting a new technology system
  • The utilization of novel raw materials for the production process
  • Creating an innovative service through financial investment in research and development1

An example: Coca Cola invested $5.5 billion USD in development in Africa between 2006 and 2016 with the intention of building brand loyalty. As the continent continues to develop and the population acquires more disposable income, they will choose to spend it on Coca Cola products.2 While the company has had a presence in Africa since 1928,3 it’s betting big on high growth: by 2025, McKinsey estimates that African business opportunities will be worth $5.6 trillion USD.4

This example highlights the premise of strategic investment: while the costs might be high at the start, there is a sense of faith (working in tandem with data and analytics) that the return investment will ultimately pay off. 

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I was blown away with their application and translation of behavioral science into practice. They took a very complex ecosystem and created a series of interventions using an innovative mix of the latest research and creative client co-creation. I was so impressed at the final product they created, which was hugely comprehensive despite the large scope of the client being of the world's most far-reaching and best known consumer brands. I'm excited to see what we can create together in the future.

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BEHAVIORAL SCIENTIST

GLOBAL COFFEEHOUSE CHAIN PROJECT

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By launching a behavioral science practice at the core of the organization, we helped one of the largest insurers in North America realize $30M increase in annual revenue.

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