Chapter 4. Translating Insights into Innovation for Brand Financial Growth

• How is innovation guided by insights in a marketing-led process?

• How does innovation turn an insight into a revenue- and profit-generating business action?

• What new people skills are required to lead the insights-into-innovation process?

• How do you make Discover, Design, and Deliver the cornerstones of your innovation system?

Insights are the raw material for innovation. If you have identified an insight about your customers’ needs, it’s possible that you can meet those needs in a unique and superior way. You’ve created a growth opportunity. The next step in the process is to turn that opportunity into revenue by identifying, designing, and delivering the innovation ...

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