Digital technology is changing the innovation game

Digital technologies are transforming the innovation game, and innovation processes need to adapt to this radical change. Reliance on rapidly out-of-date data cannot be the basis for high-stakes bets in innovation. Instead, innovation must become a constant and rapid learning approach. Testing to learn needs to become the new innovation mantra, where experimentation, testing, and adjusting become second nature in response to emerging opportunities. Digital tools are changing how customers discover, evaluate, explore, and use products, as well as how they react and interact with brands. To keep pace with digital transformation, we need to constantly redesign the innovation process to be more dynamic, iterative and fluid, channelling emerging intellectual property and understanding, in response to customers' needs, all fed by the technology solutions we have available.