Welcome to Provoke Weekly. A digital publication from Dieste to help keep you current with the cultural trends and marketing developments that matter most. With inspirational nuggets that will provoke better insights, ideas and results.
Innovation – Does It Still Have Meaning? 
 
Many of us remember telling others when we were kids, “this is my name, don’t wear it out.” This was just general kid sarcasm, but it also got at a deeper point: If you use a name or a term over and over, how long until it loses its meaning? Ponder that for a second.
 
Now think of a word we seem to use all the time in the world of marketing communications: Innovation. In a classical sense it means 'the finding of a successful market for a new idea,' but is that what is meant most of the time you hear someone use the word? Probably not.
 
While we love progression, it would do us all some good to go a bit old school when thinking about “innovation,” as you cannot have it without an invention. But you also cannot have it if you have not been able to discover an audience for that invention – the two go hand-and-hand, and without both you are not being innovative, you are just thinking. 
 
Here are four recent inventions that went on to be innovative.
 
Wegs, Executive Director of Insights & Innovation
 


Tequila Innovation: Don Julio Unveils World’s First Añejo Claro

You thought añejo could only be dark – think again!

Sports Innovation: A Landing Pad For Skiers

Innovative landing pad allows skiers to practice tricks safely.

Health/Design Innovation:

A new mirror allows doctors to check the vital signs of burn victims or babies without attaching uncomfortable clips, and that would make it easier for adults to track their cardiovascular health over time.
Find out more...

Vehicle Innovation: The DeltaWing

The future of racing cars has arrived and will be on a track near you soon.
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