Colin Lewis: Innovation is the key test of marketers’ competence

We live in an age of technological acceleration and marketers are on the frontline. New ideas, new channels and disruptive technologies appear to be coming at us exponentially faster. The two most commonly cited responses to this rapid product and technological advancement (or indeed obsolescence) is to ‘disrupt yourself’ or to ‘innovate more’.
But what exactly is innovation? There is a plethora of opinions regarding innovation and why it is important. Innovation is about