How an FMCG Organisation Used the Brainwave Simulation in a Leadership Development Programme

In the FMCG industry, innovation and design thinking are no longer optional capabilities. Leaders are expected to respond rapidly to changing consumer needs, challenge assumptions, and translate ideas into tangible business outcomes—often while operating under significant time and commercial pressure.

To strengthen these capabilities, a leading FMCG organisation partnered with AEQLIA to integrate the Brainwave Simulation into a leadership development programme designed for its managers and senior leaders.

The goal was to help leaders experience innovation in action, rather than learn about it in theory.

The Leadership Context

The organisation was operating in a highly competitive and fast-evolving market, where leaders needed to:

• Lead innovation beyond formal R&D teams

• Apply design thinking to complex, ambiguous problems

• Encourage experimentation while managing risk

• Collaborate effectively across functions

• Convert ideas into viable business solutions

While innovation was a strategic priority, many leaders lacked opportunities to practice innovation under realistic conditions.

The Brainwave Simulation

At the core of the programme was the Brainwave Simulation, an immersive business experience that places participants in a dynamic innovation challenge.

Working in cross-functional groups, leaders were required to:

• Explore customer needs and reframe business challenges

• Generate, test, and iterate ideas under time constraints

• Make decisions with incomplete information

• Balance creativity with commercial and operational realities

• Navigate collaboration, influence, and leadership dynamics

The simulation was embedded within the broader leadership development journey, supported by facilitated reflection and practical application discussions.

What Leaders Experienced

The simulation shifted learning from discussion to decision-making and action.

Participants experienced:

• The pressure and ambiguity inherent in innovation work

• How problem framing shapes solution quality

• The trade-offs between speed, creativity, and feasibility

• The impact of leadership behaviours on collaboration and outcomes

Because the experience mirrored real FMCG challenges, the insights felt immediately relevant to participants’ roles.

The Impact

The Brainwave Simulation delivered strong engagement and measurable impact, reflected in a 94% participant satisfaction rate.

Leaders reported:

• Increased confidence in applying design thinking in their roles

• Stronger innovation-related decision-making skills

• Greater awareness of how to lead innovation conversations

• Practical ideas they could apply directly with their teams

The shared experience also created a common language around innovation, supporting more effective collaboration beyond the programme.

From Simulation to Leadership Practice

By using an immersive simulation as part of a leadership development programme, the organisation enabled leaders to build innovation capability through experience, not instruction.

The Brainwave Simulation helped bridge the gap between understanding innovation and leading it—supporting leaders to act with greater clarity, confidence, and creativity in a fast-moving FMCG environment.