We have seen that society is changing, driven forward by new technologies, globalization, and the digital world. Many of the old barriers protecting the generalized mediocrity that we have witnessed up until today in the mass market and in society are gradually crumbling away. We are entering into a world where we have to innovate as never before because there is no alternative, no way out: either you innovate, or someone else will in your place. And that someone else, sooner or later, will also take your place. We are entering an age of innovation—the age of excellence.

We went on to analyze and decipher a new way of doing innovation, whether of products or brands, that places the human being at the center of everything—a ...

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