Definition “introduction of new things or methods”. Innovation is not invention. Innovation is solving everyday problems in a new way – often finding new uses for existing products. Innovation in the Age of Discovery is a social process of complex point-to-point dialogues rather than moments of genius. This many-to-many model of innovation requires a new mindset focusing on Context not Content. Innovation is driven by Bottom-Up Positive Deviance shaped by the brand rather than the top-down expertise of Design Agencies and the Big Idea.
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