IRI GROWTH SUMMIT ‘ 17
For example, Jona Mancuso, VP-marketing at Carma
Laboratories, explained how working with IRI helped her small
firm with decision-making around a new daily care lip care SKU.
“We are a challenger brand. We are an underdog,” she said.
IRI’s insight and analysis helped Carma make smart decisions
related to flavor profiles and how to best approach retail partners.
Seventh Generation’s Sarah McLaren talked about its position in the category. Although it has racked up years of double
digit growth, Seventh Generation’s management recognized that
to continue that trajectory, it needed to reach new customers.
With 75% of new buyers purchasing Seventh Generation products in traditional food and mass stores, “we need to make sure
that we have products right alongside regular products,” noted
McLaren, who is brand manager-home care/laundry/paper/trash.
During the Summit, IRI announced that Combe had signed
on to use its new Lift TV, and during a breakout session, Jackie
Steinberg, Combe’s senior director of global media, told the au-
dience, “The path to purchase is not linear anymore. It is more
IRI CEO Andrew Appel opened the second day of the Summit
by touching on areas such as the continued growth of e-com-
merce and the potential of “voice” (think Alexa and Siri).
“We have to imagine a world where these services are the
next platform,” he said.
Closing out Summit was NBA legend Shaquille O’Neal who
provided a humble and humorous look at his career, the“Shaq”
brand and how he views his role as a marketing pitchman.
IRI’s next Growth Summit is April 16-18, 2018 in Las Vegas.•
Attendees enjoyed breakfast out-
side the Grand Ole Opry where IRI
conducted general sessions.
Mitch Ebeling of Not Impossible
inspired the audience to never give
up when doing what’s right.
A country-themed party for 1400
guests made everyone feel at
home in Music City.
Closing out the summit was a one-
on-one interview with NBA legend
• IRI’s Growth Summit featured an inspiring keynote presentation from Mitch Ebeling, founder of Not Impossible Labs and the 2014
recipient of the Muhammad Ali Humanitarian Award.
Ebeling and his team at Not Impossible have a mission of changing
the world through technology and story-telling. And to Ebeling, nothing
is impossible. To prove his theory, he asked the audience to come up
with one thing that we use or encounter today that seemed impossible
before now. While the iPhone is an easy answer to that question, he
rattled off other examples: airplanes, electricity, clothing, fire and shelter—all of which seemed impossible before somebody achieved them.
“Every single thing that surrounds us that is possible today, wasn’t
possible at one point,” Ebeling said.
Ebeling is also a believer that if you set out to help one person, you
can help many people in the long run.
“If we help that one person, maybe it has the potential to scale,” he
told the audience.
Not Impossible’s string of projects follows that path. The project that
thrust Not Impossible into the public domain all started when Ebeling
set out to donate funds to help a legendary graffiti artist and social ac-
tivist diagnosed with ALS. In the end, he and a team of hackers created
a low-cost, open source DIY device—the Eyewriter— that allowed that
artist to create art with his eyes. In Project Daniel, the Not Impossible
team helped a Sudanese boy whose arms were blown off during a
bombing of his village by making him a prosthetic arm with the help of
a 3D printer—and teaching the locals about the process as well.
Additional projects underway at Not Impossible Labs are focused
on helping improve access to clean water worldwide, ensuring access to high quality ocular care, developing new technologies to help
disabled children walk, finding methods to track landmines in war-torn
countries, and using mobile technology to create a network to help
reduce hunger among homeless youth in Los Angeles.
“When you see something that has to change from a human
perspective, you commit and then you figure it out,” Ebeling told
EVERYTHING IS POSSIBLE