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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 keeps the fire burning. It is essential to transforming a breakthrough idea into viable, impactful, and implementable solution.   Category Expertise is the implicit and explicit understanding of the nuances that drive your Category. This knowledge may be brought by individuals or collections of experts, each an authority in their domain such as functional team members or even external partners.  


For ideation, relying on pure expertise can be tricky because it comes with blind spots - unconscious biases that can narrow your vision and potentially minimise the opportunities you see. But to bring it to life, it is essential.

Only with Category Expertise will you have the credibility to

  • Gain buy-in from your stakeholders

  • Manage fear and minimise risk

  • Build a roadmap for launch and success Using your Category Expertise empowers you with efficient problem-solving to help make credible, informed decisions for solutions that offer maximum impact.

We want to help you gain these advantages from Controlled Disruption to actively seek innovative ways to increase your chance of success. Contact us via the button below, and we'll guide you through the transformative journey.





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