People like Steve Jobs, Jeff Bezos and the Google guys have become modern olympians and, just like Greek gods, we follow their triumphs and tragedies.
However, although innovation is a big word, it’s also a messy business, full of blind alleys and red herrings. It’s more of a drunkard’s walk than a linear path; not like in the movies where someone says “aha!” and they’re off to the races.
Innovation, in other words, is hard work only made harder by the fact that you never really know where you’re going until you get there. When you’re a marketer, it’s even more difficult because there’s so much noise about “shiny objects” that it’s tough to cut through the clutter. Here’s a framework that will help you.