The idea that opened a new therapeutic area
Widex
Widex’s “Next Wave” campaign drew an 80% participation rate — and a winning idea that didn’t just improve a product, it opened an entirely new therapeutic area.
The Challenge
Widex wanted to surface ideas that would create real value for end-users and hearing-care professionals — drawing on a broad range of functions, including the employees who work with customers every day.
What we did
Nosco helped Widex plan, launch and execute a company-wide idea campaign, inviting 500 employees to take part. From planning to final pitch, the campaign ran in just eight weeks — covering mobilisation, a week of online ideation, screening, idea maturation and a final pitch to the Innovation Board. To reward quality, not just quantity, Widex gave a prize for the best comment, recognising that sharp questions help authors sharpen their ideas.
Results
In its ideation week, Next Wave reached an 80% participation rate, with 163 ideas and 700 comments from the 500 participants. The top seven teams pitched to the Innovation Board, and one was selected for further development. That winning idea did more than improve the existing product line — it opened an entirely new therapeutic area for Widex.
In the movies we have best supporting actor. In sports we have best assist. At Widex we have a prize for the best comment.
Let's talk
Jesper Müller-Krogstrup
CEO & Partner
Jesper has more than 15 years of consulting experience and is the founder of Nosco. He specialises in innovation strategy, validation and entrepreneurship and helps leaders and teams unlock their potential and create meaningful change.
