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Very good read! Indeed, Innovation strategy should further business strategy and vision of the brand. Innovation Strategy is best achieved with an Innovation Factory to identify and screen opportunities, across categories and varying timelines, allocate budgets, develop new products, launch and measure progress to achieve strategic brand objectives furthering brand story or creating a new brand story by not just staying relevant with brand tribes but growing them, by offering a stronger meaning, to grow the brand organically. I talk more in detail here: https://storysaves.ca/innovation-strategy-for-health-and-beauty-cpg/