How marketing organisations can innovate better by enriching traditional expertise with tools from the world of design will be reviewed in this presentation. By focusing on individuals, moments and journeys in ethnography, insights become deeper. By embracing chaos and play in brainstorms, creative teams explore beyond the stated problem. By iterating and early prototyping, ideas become real and develop more rapidly. Design empowered innovation has the capacity to deliver better ideas, realised earlier, with the relevance to redefine their categories.