Practice of Innovation
What is the Future of the Practice of Innovation?
The current state of innovation in the marketing industry is shallow. Although most brands are dabbling in innovation, far too many marketers leverage innovation for superficial reasons, like a press release or one big moment. Real innovation is slow, plodding, challenging, disciplined, data-driven, and dependent on structured, strategic creativity. Innovation is not “magic”; it is not ephemeral. Most of the time, it’s not particularly fun.
"Inspiration is everywhere, and if you can't see it you're not looking hard enough."— Cliff Courtney, Chief Marketing Officer, Zimmerman Advertising