![We validated our initial hypotheses by talking with real consumers, using their feedback to develop innovation territories that we could ideate against.](/work/anonymous/diageo_3.jpg)
We validated our initial hypotheses by talking with real consumers, using their feedback to develop innovation territories that we could ideate against.
![We developed rich concepts anchored in the cultural truths that align with Black and Latinx consumers, but also have broad general market appeal.](/work/anonymous/diageo_4.jpg)
We developed rich concepts anchored in the cultural truths that align with Black and Latinx consumers, but also have broad general market appeal.
![Each quadrant of the framework sets up a unique space in which to anchor inclusive innovation efforts.](/work/anonymous/diageo_5_hu2e35f60299e44d92fb8518c8aa3851d3_1498575_3200x0_resize_q90_linear.jpg)
Each quadrant of the framework sets up a unique space in which to anchor inclusive innovation efforts.