Gamechangers: Creating Innovative Strategies for Business and Brands; Lessons in Innovation from Those Winning the Game

4 THINK . . . IDEAS THAT CAN CHANGE THE WORLD CHANGE YOUR VISION

Gamechangers see things differently, and think different things. They search for new possibilities with intelligence and imagination, articulating ideas that are disruptive and contagious in their markets, and change the attitudes and aspirations of people.

• More ingenious . . . from making things . . . to creating futures . . . They innovate within a bigger frame, rather than just improving the current model.
• More audacious . . . from good ideas . . . to daring disruptions . . . They go beyond incremental change, to imagine the bigger, even impossible ideas.
• More purposeful . . . from making money . . . to making a difference . . . They make a valuable contribution the world, and potentially more profits too.

4.1 IDEAS . . . THE POWER OF IMAGINATION

Ideas matter. They are personal, hopeful and inspiring. They express our belief in better, provoking the consideration of others, to be stretched and shaped, combining passion and practicality. Ideas enrich society, and make life better. Markets emerge out of possibilities, seeing things differently and thinking different things. They can be powerful yet fragile, challenging or enabling. They push us forwards, making life or even the world a better place.

Markets are built around ideas – the aspirations of consumers, the imagination of brands. The scope of markets, and success in them, is limited only by how we think. In the past we defined markets by the products ...