“Most people ignore innovation because innovation ignores most people.”
Mark Ritson, Marketing Week’s resident columnist, wrote an interesting article recently called ‘You can’t trust integrity and innovation’. In it, he pulls no punches in his view of innovation – “…not a single consumer out there gives a **** about innovation. When did you last hear a consumer tell you that they bought a toaster because it was innovative?.”
Naturally, as the Head of Innovation at Billington Cartmell, you’d expect me to take issue with Mark’s stance right!? Well, yes and no.