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Bob,

Thank you for taking the time to comment and welcome to the conversation. What we're finding with the new consumer is that brands that adhere to a rigid set of guidelines and rules tend to do less well than brands that provide you with an experience that fits you vs. the process of the organization.

You are quite correct, innovation is an overused term and improvisation can very much be the ability to innovate upon receiving feedback - in the moment. I've been researching and talking a lot about context marketing. I think we will see a lot more of that from winning or leading brands.

would take issue with word choice of "improvise" and instead believe the (overused) word "innovate" better fits. improvise is to 'loose' for a disciplined brand approach

@WOW! Women's World -- welcome to the conversation. I like to get to know my readers, so feel free to drop me a note with your name, etc. It looks like you're getting started on a project there (the site says in beta).

@Nathania -- so true and thank you for sharing your learning from the program. I always wanted to take an acting class. Then I wanted to take voice lessons. But maybe they are both rolled into one when I work on expressing the personality of the brands I work on. Good lesson on letting go. We are our worst critics!

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