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.
"The new generation of talent is not hierarchical, and does not think of their job as work."— Gord McLean, President and CEO at ANA Educational Foundation