What if innovation's true essence lies in shattering conventions? In this captivating episode, Dr. Nicki Morley, Head of Behavioural Science and Innovation Expertise at Kantar UK, engages in a thought-provoking dialogue with Felix Frowein, Senior Vice President of Global Consumer Fragrances at DSM Firmenich. Together, they plunge into the dynamic world of fragrance creation, driven by a shared belief: the best innovations stem from rule-breaking. Discover the fascinating merger between DSM and Firmenich, two industry giants united to revolutionize product development. This alliance has not only propelled fragrance creation but also ushered in a paradigm shift in early-stage holistic thinking, poised to revolutionize our sensory experiences. This conversation challenges conventions, urging innovators to embrace rule-breaking as a path to redefine products. Tune in now! Hosted on Acast. See acast.com/privacy for more information.