26 June 2025

Dare to innovate

"The market lacks everything that doesn’t exist."

A client of ours used to say this.

Today, we’re better equipped than ever to talk about innovation.
We have frameworks, methods, and more data than we know what to do with.
But these tools are in everyone’s hands: ours, our clients’, our competitors’.

So it’s no surprise that the results often end up looking… the same.

True innovation calls for something else.
It means adopting new ways of thinking—tools that haven’t been standardised yet.
It means imagining needs before they emerge, instead of asking the market what it wants.
Because what the market wants… already exists.

A new episode of ROB is out now.

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