The 2019/10 Corporate Innovation Playbook

Press Release

Introducing the next wave of corporate innovation insights & business model foresights.

New global study explains the real DNA behind corporate innovation, business model reinvention and new growth for enterprises


Large independent marketplace survey — commissioned by the Wikibrands collective — reveals new insights into corporate innovation and business models


TORONTO, SILICON VALLEY, CALGARY, LONDON and COPENHAGEN . – November 19, 2018 – Wikibrands in partnership with Catalyst3, 5&Vine, IScale, J5, Liminal, New Cottage Industries & Co., Paul Barter & Associates and Scope Communications  today launched their global research effort  “The 2019/20 Corporate Innovation Playbook,” – one of the most comprehensive audits and pragmatic studies of corporate innovation and business model reinvention.

The study analyzes the drivers and barriers of the innovation inside established and larger companies  and provides insights into how its success or failure affects company performance. The marks the first year of the study that plans to  be fielded every two years for evaluating shifts in best practices & trend data.

“Studies of corporate innovation tend to be like art pieces inside protected glass. This subject can’t be left as an academic or elegant consultant model exercise. It is a matter of company survival to pivot and transform quicker, better and smarter. Figuring out how to do it practically is the most pressing question of our disruptive age for established companies. Working together, a suite of ten independent innovation company heads have combined their 220+ years of experience and are asking the 50 questions that matter. Through their unique position in the industry, we’re finding the answers that we all want to know,” said Sean Moffitt, Managing Director of Wikibrands and curator of the Corporate  Innovation Playbook foresights.

The study’s “current practices” insights pursues:

  • Understanding Innovation Scope & Definition – with a practice that is deemed to be in the poorest quartile of corporate functions, this study attempts to develop consensus on the semantics of “innovation” and what type and  percentage of activities constitute the whole of the innovation pie inside companies.

  • Identifying Current Industry Barriers & Contributors – we are asking notable corporate experts the leading traits that define success and failure in planning, building and implementing innovation inside a diverse portfolio of  larger companies.

  • Diagnosing Leadership, Ambition and Routes to Market – with a wealth of new roles, benefits pursued and structures built in developing innovation, this study asks the corporate practitioners what is the actual prevalence and success of the different innovation approaches.

The study’s “future exploratory” foresight queries:

  • Forecasting Business Models & Technologies  – we get the global best to make their smartest bets on attractive business models of the future and the leading emerging technologies to drive corporate innovation forward.

  • Wish Lists, Gold Standards, Threats and Comparison to Startups – imagine an innovation world if it could exist five years from now – what would be in your magic war chest? who would be your most valuable innovation peers? what will end up being your biggest disruption forces & threats? and what advantages & challenges would affect your performance vs. startups?

  • Prognosticating Key Headlines & Debates  – we’re identfying the key things we’ll be talking and arguing about a lot more over the next 5 years..

“Innovation models sometimes can operate like ‘paint by numbers’,” said I-Scale Managing Partner,Andrea Kates. “The best high level innovation thinking can lead its practitioners to place a dart somewhere and hope. With our study, we are approaching our A-list – the people that have succeeded (and some who may have failed) to understand the practical applications of what they have done or do differently again. Though full consensus may not be possible,, this study is our effort to help open up corporate innovation to more discussion and increase understanding, elevating it on par with the startup world’s mastery of lean, agile, design and scale thinking.”

“If you read enough headlines, you would think innovators inside large companies should just fold up their tents and go home, Waving the white flag is not an option. Shareholders still have demands. Customers still have expectations. People are still tasked with accelerating growth within large companies.  They are still working hard and swimming fast. We need to help expose their big advantages vs. startups and create a winning mindset., As a first year for our study, we are starting with a baseline survey and  interviewing the best. We’re then going to overlay a suite of best practices. And then evolve a point of view that hopefully takes the best of all worlds.  Now’s the time for innovation business leaders, executives  and other stakeholders to get past methodologies and take a look in the mirror on what really works in the marketplace,” said Paul Barter & Associates founder, Paul Barter.

About The 2019/20 Corporate Innovation Playbook
To see further insights, we will make the topline deck of insights and key graphics available here at the completion of our research in February 2019.

To access our survey link on “Current Practices” click here

To access our survey link on “Future Foresights” click here.

To discover the 52 questions, we are answering, click here: 


About Wikibrands 
Wikibrands is the world’s on-demand Futureproofing & Transformation collective. As an increasingly connected, collaborative, smarter and volatile world, Wikibrands is upsetting the apple cart of the professional services game  by bringing the independent all-stars of business, digital, brand, cultural and innovation transformation all under one roof. This shift is making it easier for clients to work with best talent where and when they want with a common customer-focused value set and is freeing professionals everywhere to work alongside the best away from broken consulting and service provider models.

Wikibrands is headquartered in Toronto, Canada, with hubs of experts across 50 different disciplines and 7 geographic areas. For more information, visit our website at, join us on Twitter, Facebook, Instagram and LinkedIn.

About the Wikibrands Collective of Innovation Leaders
Wikibrands is a collective of nearly 100+ leaders who all operate at the top of their game around the worlds of change,customers, strategy, talen &,technology, . In our study, we benefited from the impressive contributions of seven independent heads of innovative change-driven companies – Andrea Kates of I-Scale, Mary Graham of catayst3, Paul Barter of Paul Barter & Associates, Rahul Raj of 5&Vine, Hjörtur Smárason of Scope Communications, Sharon McIntyre of New Cottage Industries Co. and Sean Moffitt of Wikibrands,  The contributors and team are available for both keynotes, workshops, labs, consulting and fractional engagements, For more information, visit

Kathy Murphy
Republic Story

The imperative: Start-ups and scale-ups are bringing new technology-enabled products and services to market at a pace that has proven intimidating to incumbents. It’s not just about the global giants anymore. Additionally, it’s not just happening in one industry; it’s happening in them all.


The mission: Wikibrands (and partners) are identifying the whys, hows, whats and whos of effective business modelling and product & service innovation as seen through the eyes of successful large companies (and startups and scaleups with wisdom to share), academic and Innovation experts.


The Corporate Innovation Playbook –  A pragmatic guide to corporate innovation. 

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