Innovation can’t just be about fun ideas or wonky theories. Innovation means new methods that yield results. The challenge is often that time, trial and error are required to get to scale. I’m a big believer in pilot projects to create proof points and staged development to make sure you get results. Innovation without process is chaos. Trendspotting without translation leaves you empty.
Beth Comstock, CMO of GE, on why their marketing is more innovative than most
GREG SWAN 