David Robertson, MIT Sloan Senior Lecturer, speaker, and author explains why any innovation success – whether it’s a sports drink or a plastic brick toy – is cyclical and requires looking both inward, at the brand’s essence, and outward, at customers.

Listen to this episode to learn:

• How Lego, Gatorade, and GoPro have overcome adversity by innovating around their core brand offerings

• The key question every brand must ask themselves before innovation

• Why brands must look at innovation as “dating not fighting" - "dating" your customers not fighting your competitors

• How to innovate within the boundaries of the brand