In an era of constant technological upheaval, distinguishing a world-changing innovation from a "shiny new syndrome" is a critical business skill. In this episode of The Orchestration Podcast from ⁠Iridio℠ by RRD⁠, Chief Product Officer Paul Mandeville discusses how marketing leaders can move their businesses forward by balancing market noise with authentic client feedback.

From the rapid rise of paid social advertising to the speculative hype of the Metaverse, Paul shares real-world case studies on when to go "all in" and when to pivot to a thought-leadership approach instead of a product investment.

Key takeaways include:

• Why your existing infrastructure for surveying clients is your first line of defense against poor investments.

• How to apply frameworks to manage a balanced portfolio of bread-and-butter products and high-risk incubations.

• The importance of moving from concept to "test and learn" environments quickly to gather quantitative and qualitative data.

• How to shift from a "firefighting" mentality to a culture that supports rule-breaking within designated incubation zones.