In the past decade the race to innovate changed entirely. As soon as the first smartphone hit the market, consumers flocked to the brands that could deliver the most powerful digital experience, even if it meant severing a lifelong customer relationship. The digital revolution motivated even 200-year-old financial institutions to transform their way of working. Companies had to learn how to out-innovate the competition – quickly – to survive. Those who held out too long went the way of Blockbuster Video.
This provoked business leaders to ask one confounding question – Why do some brands consistently produce groundbreaking ideas faster than others?