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External Partners Alumni Search Submit Return to home Search Search About About Olin Home Why Olin Equity, Diversity & Inclusion Leadership & Strategy News & Media Events Contact Us Programs Programs Home Explore Our Programs BS in Business Administration MBAs Specialized Master's Doctoral Executive Education Dual Degrees Faculty & Research Faculty & Research Home Faculty Directory Research Research Centers Olin Brookings Commission Olin Award Student Resources Student Resources Home Career Services Center for Experiential Learning Entrepreneurship Academic Calendars Student Organizations For Current Students For Military Veterans Admissions Admissions Home Scholarships & Aid Attend Program Events Visit Olin Ask a Student Student Profiles Request Information Refer a Candidate External Partners Alumni Thinking out of the box: Podcast tells tale of an innovation in kitty litter September 8, 2021 By Kurt Greenbaum 2 minute read Home News Thinking out of the box: Podcast tells tale of an innovation in kitty litter Cat litter isn&＃8217;t sexy, but it can earn you some scratch&＃8212;especially when you think out of the &＃8230; um &＃8230; box. Nestl&＃233; Purina PetCare CEO Nina Leigh Krueger tells the go/no-go story of a kitty innovation in&＃160;our latest On Principle podcast. For most of her career with Nestl&＃233;&＃160;Purina PetCare, Nina Leigh Krueger had worked on the pet nutrition side of the business. When the&＃160;WashU&＃160;Olin alumna joined the company&＃8217;s cat litter group to lead its marketing, she found she was a fish out of water&＃8212;and facing a challenge with a high sales goal in a&＃160;stagnating&＃160;business. Leadership, questioning&＃160;whether&＃160;or not&＃160;to&＃160;exit the business, challenged her to make or break the line.&＃160; Our story sets the stage for that pivotal moment and goes on to share the work she did in building and creating a team dynamic that&＃160;was&＃160;creative in its thinking. Then, once&＃160;Krueger&＃160;understood how the team worked, how&＃160;could she&＃160;blow that up and identify paths to pursue in the business? Could she renovate an existing product or find something totally new to build from the ground up?&＃160; In addition, she did something marketers rarely do and offered up her marketing budget to R&D to help spur growth through product development. And she gave the scientists a seat at the table to listen to consumers.&＃160; The kernel of the idea for lightweight litter came from&＃160;one of those&＃160;scientists. They began to toy with potential solutions. A prototype was created using corn husks. A year later,&＃160;Krueger&＃160;was promoted to president of the litter business,&＃160;and it was time to accelerate the work toward lightweight litter.&＃160; The end of the story? Success and a challenge from&＃160;Krueger&＃160;to make&＃160;the company&＃8217;s litter division&＃8212;near extinction a couple of years earlier&＃8212;into a&＃160;billion-dollar&＃160;business. That milestone came when the brand reached $1 billion in sales in 2020.&＃160; LISTEN TO THE PODCAST OTHER RELATED LINKS&＃160; One of&＃160;the television spots&＃160;for Tidy Cats Lightweight litter&＃160; Nestl&＃233; Purina&＃8217;s&＃160;Nine Square Ventures&＃160;website&＃160; Anne Marie Knott&＃8217;s book, &＃8220;How Innovation Really Works&＃8221;&＃160; About the Author Kurt Greenbaum As communications director for WashU Olin Business School, my job is to find and share great stories about our students, faculty, staff, and alumni. I've worked for the Consortium for Graduate Study in Management as communications director and as a journalist for the St. Louis Post-Dispatch, Sun-Sentinel in South Florida and the Chicago Tribune. Contact Us For assistance in finding faculty experts, please contact Washington University Public Affairs. Monday&＃8211;Friday, 8:30 to 5 p.m. Sara Savat, Senior News Director, Business and Social [email protected] &＃160; Kurt Greenbaum,Communications [email protected] Twitter: WUSTLnews Share article Apply Now Visit Us Request Info One Brookings Drive, St. Louis, MO 63130-4899 [email protected] 314-935-7301 News & Media Events Faculty Directory WashU Center for Career Engagement Washington University home Olin Links Sitemap Privacy Policies Title IX Accessibility ©2024 Washington University in St. Louis