Making it mine – an idea whose time has come?

Melanie Howard
Future Foundation

As enthusiasm grows among consumers for greater self-expression, organisations have to be more open to change.

In the innovation process good ideas themselves are not so very hard to come by. We find most of our clients can be readily stimulated into creative and free-flowing ideation sessions with the judicious application of a few well-chosen trends relevant to their market. Much more difficult is driving the business transformation required to deliver new consumer benefits by putting the ideas into practice.

The history of marketing is littered with great ideas that never saw the light of day for one reason or another. And in my view there is no shame in digging around in the historical archive to find inspiration from concepts that were ahead of their time and which might be due a revival.