What's Innovation?

How do you innovate?

Or create that VIRAL campaign.

Or the product to beat all your competition?

Well...

"Saying no to 1000 things before you say yes is Innovation" said Steve Jobs

For over a decade, Apple has used Pablo Picasso's Bull to drive home the lesson.

In 1945, Picasso created "The Bull", a series of 11 lithographs (stone prints).

With each successive print, a bull is simplified and abstracted.

Picasso's goal was to find "spirit of the beast".

At Apple, employees are taught this philosophy.

Picasso's bull progresses from:

?? a realistic drawing

?? to a deconstructed image with his famous "abstract" style

?? to a series of lines outlining the bull's shape

Apple uses the evolution of its mouse and TV remote as an example of Picasso's Way (e.g., the buttons were "abstracted" away).

As Per Jobs: “The way we’re running the company, the product design, the advertising, it all comes down to this: Let’s make it simple. Really simple.”

Speaking of advertising, Picasso's Bull gets a direct hat tip in Apple's famous "Think Different"

By saying "no" to a ton of fluff and simplifying the product offerings, Apple would kickstart its legendary resurgence.

And that's what is the secret code of making your marketing successful too!

So the next time your CEO tells you to keep business and art seperate, tell them about Apple and Picasso.

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Siddharth, or Sid, has worked for 3 organizations across 6 different states, selling everything from laptops to mobile recharges to SaaS products. He was handling brand and growth marketing for 15 countries at his last organization before he got bitten by the entrepreneurial bug.

Three years in, he now leads a team more driven than him at Ad Momenta. You can find him talking branding, B2B marketing and growth at @sidgrover25 on Twitter and LinkedIn.

And if you are stuck with some your brand and marketing problems, say Hi @ admomenta.com :)