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 be true, we cannot say for sure. But what we can say is that the rules for managing teams, including those in the creative industries, designing new solutions and for navigating this uncertainty can be described as radically basic. 

Radical because we need to question the foundations of what we are doing and consider new...

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