There are elite groups of jobs/roles/teams in most orgs focused on intellectual horsepower and value generating rumination.

At engineering-first orgs it’s “skunk works”, but non/less technical sides of this “Spec Ops” genre need formality and attention…starting a list (role/team or company).
What examples come to mind?

Often: “Innovation Lab or Growth Lab”
- Ad agency: r/ga Ventures, IPG Media Lab
- Salesforce Ignite, Google Brand Studio
- corporate ventures, Bullish
- Twitter 0-1

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Is this just the request for additional examples or the prompt for a discussion? While the examples you’ve listed are the famous ones my experience with internal innovation is that these roles/groups are often the most ‘disconnected’ from value creation within agencies.

I tend to find they more often exist to flatter the ego of whatever VP starts them, and give them the chance to brand themselves as an evangelist for the trending topic (two years ago it was ‘voice,’ then NFTs, now it’s web3). It’s always a technology that has made it far enough through the innovation curve that savvy agency types (who never have any technical knowledge or experience with it) recognize it as the “new thing” and can put on a show for their slightly more out-of-the-loop c-suite.

In my experience rumination never comes anywhere close to solving the “wicked problems” that could provide competitive advantage for an agency. Rather, motivated individual practitioners, who see immediate opportunities to apply emerging technology to existing projects are where I’ve seen the real leaps happen.

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Think of Commercial Strategy Development. Rumination is thought provoking. But people who think and do are prized. What will you make? What are you authorized to do and funded to test and make happen? If you are a talking shop alone, the lifespan and application if the the unit may be questionable.

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Please don’t be offended with my reply, as it’s a reflection of my imposter syndrome and not on you. But when I read posts such as this one, I often think: what does this mean? I’m genuinely interested in what you wrote so please can you elaborate more? Thanks!

helpful

It’s more than mar comms, it’s value generation and business grow/innovation strategy through a multidisciplinary lens of consulting, Mar comms, product,

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