Abstract:

In today's hyper-competitive business landscape, innovation stands as the cornerstone of success and building future-proof brands. Companies across diverse industries face the relentless pressure of shifting consumer preferences, technological advancements, seismic shifts in retail, and dynamic market forces. To thrive in such an environment, organisations must not only embrace innovation but also break through the barriers that often stifle innovation. This paper explores the intricacies of driving market success through innovation and offers insights for tapping into outside thinking to unleash creativity within companies.