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Innovation has never been a straightforward marketing science. Tales of creative genius, elusive insights and guarded ideation tactics help to maintain its sense of serendipity. In addition, today’s marketing leaders are facing an increasingly crowded marketplace and looming disruption, putting more pressure on brands to get innovation right.

This article sets out the essentials for successful innovation by exploring different approaches that can help deliver transformative growth.


At its heart, innovation is the practice of identifying, exploring and implementing new ideas for products, services and business models.

Where to start