The origin story of the globally popular Flamin’ Hot Cheetos brand is one that exemplifies our Flight Club framework and process in almost every way. A person with humble beginnings had an idea. And that idea grew into a multibillion dollar brand and is now one of the most sought-after products in Frito-Lay’s portfolio.
Richard Montañez was working as a janitor at the Frito-Lay plant when a machine broke on the assembly line and produced a batch of plain Cheetos with no cheese dust. The idea was simple: take a plain Cheeto and add some spice. An important aspect of this origin story is that weeks prior to the discovery incident, CEO Roger Enrico released a company-wide morale boosting video memo encouraging employees to “act like an owner”.
Many falsely believe that great ideas come in an unexpected epiphany out of nowhere. But the truth is that great ideas are often a result of connected thoughts and experiences. Growing up in the predominantly Mexican community of East LA, Montanez realized there were no products that catered to Latinos. This insight combined with the challenge to “act like an owner” encouraged Montanez to pitch the idea to the CEO.
Many falsely believe that great ideas come in an unexpected epiphany out of nowhere. But the truth is that great ideas are often a result of connected thoughts and experiences.
Another common misconception is that the best ideas come from the most creative person in the room. There is no doubt that Frito Lay had access to top agencies on retainer and leading creatives on their payroll at the time. However, the idea didn’t come from the VP of Product or Head of Global Markets. It came from a man who mopped the floors.
Without the CEO encouraging a safe nest to share idea and building before breaking by “yes and-ing” a janitor, creativity would have been left untapped. Because Richard Montañez took a leap, Flamin' Hot Cheetos has inspired countless variations and distinctive flavor, touched down in Fashion Week, and even has a movie in the works.
It’s a new year. 2021. Maybe you’re starting a new career. Or maybe you’re looking for the next great campaign idea. Or maybe you’re just trying to stay afloat in the midst of an ongoing pandemic. Whatever the situation, we all need ideas. The world needs ideas. Just remember one thing. Your next great idea will not necessarily come from a team brainstorm or an epiphany while sitting under an apple tree. Your next great idea will be a result of a shift in mindset and in embracing an open-minded outlook of life. We’re excited to see what you’ll be cooking up.
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