Exercise, Eat Right, and Innovate Daily

Some companies, rather than running a one-off contest, have set up web sites to tap into the wisdom of customers, employees, and anyone else for that matter, on an ongoing basis. I've previously mentioned Dell's IdeaStorm; Huggies has another interesting e-innovation vehicle.

The diaper brand is branching out into the early-stage venture capital business through its MomInspired grant program. Huggies' parent company, Kimberly-Clark, is offering grant money to fund mothers' ideas for “a unique baby or childcare product that addresses an unmet parenting need.”⁴ Through the ongoing program, the company hopes to foster its own innovation and to encourage and inspire entrepreneurial moms.

The company has two submission periods a year. Their judging panel evaluates all submissions and gives notice to “mompreneurs” several weeks later. Successful submissions and their visionaries are highlighted on their web site along with helpful business resources, such as information about how to write a business plan, secure financing, evaluate distribution methods, and even manage one's time. Moms chat with each other on Huggies' Facebook page—a highly valued resource. As one of the grant recipients said, “Receiving great feedback is the best reward.”⁵ Having its fingers on the pulse of mothers and the product and service needs they are uncovering is a substantial prize in and of itself for Kimberly-Clark.