Innovating through the extreme uncertainty of a COVID world – four lessons from the disruptive innovation sector

In this article the author explains that while many clients and brand innovation managers find navigating the current COVID-19 situation to be chaotic and difficult, it feels more familiar to those multi-disciplinary teams operating at the ‘fuzzy front end of innovation’.


The world is a different and much more uncertain place than the one we knew before the pandemic. Many have argued that such a radical pace of change calls for radical brand innovation and completely new marketing solutions. While this may turn out to

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