Innovation is not limited to disruptive products. It is a process for understanding users, testing solutions and improving experiences with evidence. In marketing, it helps teams move from internal opinions to observable learning.
From idea to learning
Start with the customer journey and its pain points. Turn workshop ideas into hypotheses, select the one with the highest potential value and build a simple prototype. Testing quickly with controlled investment makes it possible to fail cheaply, adjust and decide before scaling.
A minimum viable product also applies to campaigns, automation and content. Define the behavior you expect to change, one learning metric and a time frame. Innovation means materializing, measuring and using what was learned to shape the next version.
Adapted from the original RDS article: reddesignsystems.com