Marketers know they should be investing in innovation. It future-proofs their brands and demonstrates cutting-edge credentials to their consumers. Yet according to McKinsey, only 6% of executives are satisfied with their company's innovation performance.
If we want to hold each other accountable for our efforts, we at least need some form of objective measure in place. Imagine, if you will, a Formula 1 race where none of the twenty competitors had agreed on how many laps to win.
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