It is the kind of innovation that not only starts from of how things are, but from how we would like them to be. It works with the transforming power of desire.

It could be a product platform, a formula, a piece of packaging, a language of communication, a positioning, an image of our brand, a horizon for our category, or ourselves.

Innovation creates what is not created or re creates it by looking at it as never before.

Which are the most common fears regarding innovation and how to manage them