INNOVATION

Everybody is talking about it.

But WTF is it?

How does it differ from creativity?

And where does it belong in advertising?

Innovation is new.

But….

New can be risky. Very risky.

And business doesn’t like risk.

New can be is risky.

And there’s no manual for how to do new.

New seems to start with an idea.

An idea that will be all yours when it fails.

And everybody else’s when it succeeds.

New starts with an idea.

An idea that actually solves a problem.

An actual (real) problem.

Ideas are unproven. They live in our minds, not in the world.

And they always involve risk.

Because they always demand change.

70% of the companies that were on the Fortune 1000 list a mere ten

years ago have now vanished––unable to adapt to change.

Change is a fact of life.

So, just how do you have ideas that will drive change?

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SIX

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Everything that now exists was first an idea.

An idea that was captured in a story that depicted a future of how things would

be if we asked “What if?”

Once upon a time…

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The End