Process, culture, promise: Three steps to drive innovative thinking

Adam Ferrier

In this article, Adam Ferrier, founder of the Naked Communications agency and winner of the 2013 Warc Prize from Innovation, suggests how to drive innovation.

Process, culture, promise: Three steps to drive innovative thinking

Adam FerrierNaked Communications

True innovation in a marketing sense creates value that didn't previously exist.

By value, I mean creating something that a) the consumer is willing to pay for, and b) something that is profitable for the company to do. A new line extension developed to keep the retailer happy, or to maintain shelf-blocking at point of sale, does not meet this definition. Nor does a new idea that wins creative awards (although it might)! True innovation, in this sense, is difficult, as it requires both the spirit...

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