Cultural innovation: Triumph of a better ideology

Market innovation has long been dominated by the world view of engineers and economists - build a better mousetrap and the world will take notice.

Cultural innovation: Triumph of a better ideology

Douglas Holt and Douglas Cameron

Market innovation has long been dominated by the world view of engineers and economists - build a better mousetrap and the world will take notice. But Douglas Holt and Douglas Cameron argue the merits of cultural innovation instead.

This functional point of view certainly has merit. But, because it is the only way that we approach innovation, the 'better mousetraps' approach has had the effect of eclipsing a very different innovation world view - champion a better ideology and the world will take notice as well....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands