Delta Faucet Company’s leadership team faced a hard truth. Designing for an experience they’d never lived is extremely challenging. People with very curly hair were struggling through painful and tedious wash routines—but Delta’s team with straight hair recognized the missing diversity required to fully appreciate how deep that pain went.
Instead of guessing, they stepped aside and let consumer voices lead. The result? VersaCurl™—an award-winning innovation that launched Delta Faucet Company into an entirely new category and unlocked years of fruitful growth by authentically serving Black and Hispanic curly-haired consumers.
This wasn’t luck. It was a deliberate process of turning unmet needs into empathy, and empathy into breakthrough innovation.
Whether you’re in CPG, retail, durable goods, or any category where your team doesn’t look like your consumer, this story will change how you think about innovation.
You’ll learn how to:
– Transform blind spots into competitive advantage
How to use research to turn “we don’t know” into authentic connections that your competitors can’t fake
– Build real empathy across cultural divides
The specific methods that create genuine understanding when you’re designing for experiences outside your own
– De-risk bold category moves
How phased research builds the confidence to make multi-million dollar bets without gambling on assumptions
– Align entire organizations around consumer truth
The stakeholder engagement strategy that turns insights into action across every department
Most brands ignore their blind spots until it’s too late. Delta Faucet Company turned theirs into a category-defining innovation. Join us and learn how to do the same.
