Innovation doesn’t always look like turning a market on its head. A horizontal stretch to serve new categories, consumers, customers or channels can often be more rapid and realistic.

Cash is now expensive and customers are belt-tightening—but there’s still opportunity. What does this look like for your business and brand?

The need for big ideas and fluid approaches has never been greater. Yet plenty still subscribe to traditional thinking about those they work with—and it’s keeping them stuck.