The problem is that many marketers are staying 'in their own head' and don't understand that successful strategies leverage an 'outside-in' approach.
A 2017 PwC survey conducted on 1,200 business executives found only one-quarter of companies saw themselves as leaders in innovation, which is worrying, as innovation is a crucial part of brand growth strategy.
Once you have an idea on the table, bringing it to others outside your field can be a godsend.
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