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Gamechangers: Creating Innovative Strategies for Business and Brands; Lessons in Innovation from Those Winning the Game by Peter Fisk

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4 THINK . . . IDEAS THAT CAN CHANGE THE WORLD CHANGE YOUR VISION

4.1 IDEAS . . . THE POWER OF IMAGINATION

Ideas matter. They are personal, hopeful and inspiring. They express our belief in better, provoking the consideration of others, to be stretched and shaped, combining passion and practicality. Ideas enrich society, and make life better. Markets emerge out of possibilities, seeing things differently and thinking different things. They can be powerful yet fragile, challenging or enabling. They push us forwards, making life or even the world a better place.

Markets are built around ideas – the aspirations of consumers, the imagination of brands. The scope of markets, and success in them, is limited only by how we think. In the past we defined markets by the products ...

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