Innovation is not always newness

When people hear the word innovation, they often think about launching a new product. But some of the smartest innovations have nothing to do with creating something new at all.

It might be a new way of packaging a product.
A different positioning.
A fresh occasion.
A more compelling story.
A better experience.

Sometimes the opportunity isn’t to invent something entirely new. It’s to help people see existing value differently.

That was one of the themes that emerged from our Innovation in 2026 Breakfast Panel, as David Marchant and Emma Love discussed the many forms innovation can take beyond NPD.