Building an Innovation Mindset

Innovation involves asking a different kind of question than marketers tend to ask, says Amelia Dunlop, principal at Deloitte Consulting LLP. “Marketing tends to be about how to delight a particular customer with a product,” she explains. “Innovation doesn’t start with the premise that you have a product at all. It starts with the premise that there might be a problem to solve in the world that’s worthy of solving.”

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