OUR POINT OF VIEW

Different ways we use Category Expertise to deliver better results

As we’ve mentioned, Category Expertise is what enables you to make things happen. It’s the knowledge of what works and what doesn’t,...

How to Weaponise Category Expertise with Yes, If.

Immediately after an Ideation Session, we tend to feel good because of the collaboration and shared risk-taking we experienced to...

Why your Category Expertise is crucial to launching innovative Ideas

While brilliant ideas require Intelligent Naivety for the spark that ignites the innovation process, Category Expertise is the fuel that...

CONTROLLED DISRUPTION [CASE STUDY]

How to Stick or Twist? What do you do when things don’t go according to plan? You’re confronted with two options: “stick” to the original...

How to fuel your project with intelligent naivety?

It’s often the case that small things, apparently insignificant, add up to making a big difference. We’re going to focus on two...

Controlled Disruption in the Wild

Let’s walk down memory lane: The music industry faced significant disruption with the emergence of Napster, a peer-to-peer file-sharing...