Innovation and the 70/20/10 rule: The Coca-Cola Company's Approach

Jonathan Mildenhall
The Coca-Cola Company

Recently, I had the pleasure of attending a few classes at Stanford University. This was in exchange for speaking about The Coca-Cola Company's Content 2020 manifesto that sets out the creative mandates we have developed in response to our "Liquid and Linked" marketing agenda.

One of the classes I took at Stanford was Professor of Marketing Baba Shiv's class on innovation. I took pages and pages of notes but one of the headlines I keep coming back to is the observation that all organizations fall into one of two broad groupings when it comes to innovation.