True insights change the way we see things. They bring new possibilities and opportunities, allowing us to answer questions like "how can we get people who have never voted to the polls?" "How does privacy work for businesses and consumers in the Web 2.0 environment?" "Why do people fail to take the drugs that would save their lives?"
'Strategy' is one of those big words that gets used by everyone. For us, the most powerful strategies are those which fuse the interests of companies and their customers. For example, how can the world's biggest payment system help people live without cash? How can a young online business become a leader in a sector dominated by huge and heavily resourced competitors? How can a premium travel brand grow fourfold without losing its core strengths?
The challenge with innovation is much bigger than simply coming up with new ideas. Most organisations are full of people doing that already. How do you keep your people in touch with customers to stay ahead of their needs and desires? How do you select the ideas that will help you win and drive revenue growth? How do you build a culture where innovation can flourish?