Most breakthrough innovations aren’t invented from scratch. They happen when someone takes a successful business model from one category and applies it to another.
Think about it. Uber applied a manufacturing utilization model to transportation. Airbnb applied the same model to hospitality. Ikea changed furniture retail with a showroom model that later influenced brands in other categories (like Bonobos in apparel). Again and again, innovation comes from borrowing, adapting, and reapplying a business model from one context to another. And it’s successful.
During this Fast Track, branding agency CBX’s Principal Evan Gettinger and CCO Mark Christou will explore the most successful business models of the last century and unpack how they moved across categories. Attendees will then work in small groups to apply a proven business model in an entirely new category context, tangibly demonstrating what new opportunities, products, services, or experiences might emerge for brands and consumers alike. And of course, we’ll award prizes for the most innovative group.