On episode #130 of the Rethink Marketing Podcast, Eric and Colin discuss under-appreciated sources of innovation and how businesses can capitalize on them to create competitive advantage. Many innovation models can be broken into three basic steps: ideating, testing, and scaling. None of those three steps live exclusively within marketing, sales, or the executive team. Even sources outside the company can help!
But if the culture isn’t ready to support innovation, no amount of ideating and testing will help. Creating a formal innovation program or denoting a team of innovation champions may go a long way in turning the tide from “status quo” to “status whoa.”
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