At the 2016 Trendwatching event we discussed the future of brands. Suncorp’s head of innovation encouraged brands to use innovation to help spread business risk – lots of small bets, so you don’t lose the house. Big business can be nimble in small ways, by solving real problems when it matters most. Name the problem and ask if it’s worth the effort. Root innovation in the self, asking who are we now? Where do we need to be? It should be transitive, not self congratulatory.

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