Innovation in Practice Blog

March 20, 2018

Register Now: Design Your Innovation Blueprint at Columbia Business School

The Columbia Business School Executive Education program is, once again, partnering with SIT to bring Design Your Innovation Blueprint: Leveraging Systematic Inventive Thinking. Registration is now […]
March 14, 2018

Innovation Sighting: Task Unification in Samsung’s New Smart TV

Imagine no longer deliberating between trendy art, your favorite photos, or the nonnegotiable family TV for your prominent living room wall. Samsung’s new 2018 QLED TVs […]
February 20, 2018

Innovation Sighting: Task Unification in Cars That Advertise

Imagine pulling out of the driveway for your regular jaunt to the grocery store. While turning the corner to exit your neighborhood the car console screen […]
February 12, 2018

Calling All Nominations: PDMA OCI Award

Nominations are underway for PDMA’s 31st annual Outstanding Corporate Innovator Award (OCI), which has become the premier honor for industry innovators. The OCI Award selection process […]
January 12, 2018

3 Innovation Specialists Busting the Myth About Brainstorming

By Orly Seagull When thinking about creativity in teams, we often imagine a bunch of people in front of a flipchart throwing on the paper whatever […]
December 18, 2017

Innovation Sighting: Attribute Dependency in Swiss Trains

From a distance this newest railway revolution might look like a string of large barrels tied together. But the Stoos Bahn is now the world’s steepest […]
November 16, 2017

Innovation Sighting: Partial Subtraction for Better Beer Drinking

The football season is into full swing. And, no doubt, countless beer drinkers experience the ever so frustrating tension of keeping a clear line of sight […]
November 1, 2017

Innovation Sighting: Yet Another Multiplication in Cameras

Thanks to Light’s newest camera innovation, serious photographers may make it through their upcoming shot lists with a welcomed spring to their step. In attempt to […]
October 23, 2017

Innovation Sighting: The Subtraction Technique and the No-Huddle Offense

Few activities are more iconic to American football than the huddle. Bill Pennington, in his New York Times article, “Ready, Set, Gone! The N.F.L.’s Disappearing Huddle” […]
October 5, 2017

Look Inside a Woman’s Purse

By: Tom Ewing, Senior Director, System1 Group “First I look at the purse” sang Motown’s The Countours. Kelley Styring, principal of InsightFarm, would sympathise. In 2006, […]
June 16, 2017

Innovation Sighting: Attribute Dependency and High Heels

A great example of the Attribute Dependency Technique can be found at My Place Café & Bar at the Hilton Osaka hotel in Japan. Attribute Dependency […]
March 20, 2017

Segmentation is Killing Your Brand: Five Reasons To Find Your Unicorn Customer

by Deb Gabor A store is a place you go to buy stuff, usually out of convenience or habit. In contrast, brands inspire irrational loyalty and […]
February 14, 2017

Valentine’s Day: Creative Gifts and Most Popular Picks

A new national study by Pollfish [], reveals this year’s most coveted brands, products, and restaurants for Valentine’s Day 2017. According to the Pollfish Valentine’s Day National Survey, […]
February 7, 2017

Learn to Gain a New Perspective

During my career, a lot of my senior marketing colleagues would come to me and complain about some of their newest staff members. They were frustrated […]
February 1, 2017

Innovating to Attract the Multi-Brand Loyal Customer

For many categories of products and services, consumers buy from a number of brands. Take the clothing category, for example. I’m willing to bet that every […]
December 6, 2016

Innovation Sighting: The Subtraction Technique in Amazon Go

by Darla Wilkinson Amazon: it’s practically a household name in today’s world of online shopping. And their innovation efforts don’t stop short of brick-and-mortar retail. This […]
September 12, 2016

Keep Brand Chaos From Eroding Your Innovation Platform

Creating an innovative brand is a great way to build loyalty with your customers. For many companies, brands are the single most valuable asset. But once you’ve […]
April 27, 2016

Innovation Sighting: “Sweaty” Billboards That Fight the Zika Virus

According to the World Health Organization (WHO), the Zika virus is a global emergency. To fight it, humans have to find a way to kill the Aedes Aegypti mosquito. Two marketing agencies in Brazil have designed a novel way to do just that. They call it The Mosquito Killer Billboard. It's a great example of the Task Unification Technique, one of five in the innovation method called Systematic Inventive Thinking. Here's how their innovation works:
May 11, 2015

Marketing Innovation: The Inversion Technique and How Bad Things Happen

Jacob Goldenberg, in his book, "Cracking the Ad Code," describes eight patterns that are embedded in most innovative, award- winning commercials.
March 16, 2015

Marketing Innovation: The Unification Technique in Outdoor Advertising

The Unification Tool is a tricky but effective tool for outdoor advertising. Unification recruits an existing resource and forces it to carry the advertising message. That resource can come from within the medium itself or within the environment of the medium. In other words, the tool uses an existing component of the medium or of its environment in a way that demonstrates the problem or the promise to be delivered.