Why Most Innovations Fail – And How to De-Risk Yours

Ninety per cent of innovations launched fail within their first year – not from a lack of creativity, but from focusing on relevance and forgetting difference.

This session introduces a model for de-risking innovation and driving growth, built on relevance, difference and confidence.

Saudia (Airlines) and Landor share ‘The Coolest Ihram’ – a world-first, life-protecting garment designed for millions of pilgrims making the sacred Hajj journey. Critically, they reveal how holistic brand thinking, financial modelling and AI-powered prototyping were used to build stakeholder confidence and accelerate decision-making.

From proof of opportunity to proof of success, this session extends beyond a single case to a repeatable innovation approach, outlining how to sell innovation internally – turning bold ideas into scalable, commercially viable outcomes.

• Why building proof using financial validation and staged evidence moves stakeholders from uncertainty to commitment.
• How to translate creativity into the language of business. Relevance and difference only matter when they build confidence for decision-makers.
• Learn how brands can de-risk innovation, align stakeholders, accelerate approval and scale commercially viable outcomes.