Peter Drucker\u2019s legendary maxim \u2018Innovate or die\u2019 has become so ingrained in the modern marketer\u2019s mindset that to question it feels almost sacrilegious. In light of the technological revolution in the decades following Drucker\u2019s words, it may appear downright perverse to question innovation\u2019s critical role in business success.<\/p>\n

But our obsession with innovation today has become so acute, we risk forgetting to interrogate whether a particular innovation is actually that relevant or powerful. The mad dash to embrace the new, if that new isn\u2019t that great, may actually send us down a rabbit hole and blind us from untapped value that already exists.<\/p>\n

Nowhere is this more visible today than in the industry\u2019s collective hysteria around the \u2018metaverse.\u2019 Brands and agencies are falling over themselves to see who can shout loudest about this revolutionary innovation. But it may well be worth taking a second to step back and consider if this is innovation worth going all in on.<\/p>\n