Subscriber Exclusive 
Make this the year you innovate
Competing priorities will hold you back in this time of budget pressure and economic stagnation, so focus only on creating an offer that meets customer needs.
Drop everything.
That shiny new ad campaign you’re about to brief – drop it. Run last year’s copy instead.
That eye-catching social commerce initiative – park it. Pick it up again when you’ve got something amazing to offer.
That co-branding partnership project – back burner. That influencer, search and ranking proposal – long grass. That need-state segmentation study, with all those catchy cohort names – ditch it, and leave it safely ditched.
