In keeping with our innovation theme this week, let’s take a more in-depth look at the driving force behind innovation: creativity.

We live in a world saturated with messaging. It’s this saturation, argues Jez Frampton, CEO of Interbrand, that makes creativity more important than ever before. The market is not necessarily a meritocracy (as much as we like to think it is sometimes); it’s often the case that the product presented most creatively is the one that is heard above the noise. This makes creativity, not product features, one of the most powerful differentiators your company can showcase.