World Needs New —
The world should be better. There are huge opportunities to make new things. To rethink energy, transport, healthcare, government. We think there's not enough around that's new. And business growth, particularly in hard times, means doing new things. The best way out of a recession is to stimulate new demand.

New Needs Brand —
Innovation is unpredictable, often wasteful, full of dead ends. But there's a good way to inspire it, focus it, and make it do-able. Start with your brand. Start with what you stand for, and what you're specially good at. This is brand-led innovation. It's how the greatest innovators instinctively do it. Brand inspires new, and new delivers brand.

Michael Wolff