Innovation needs marketing to create disruption and purpose in real life and marketers need to be included in development discussions earlier in the innovation process. Strategic, upstream marketing that is incorporated into the innovation development process can clearly define who to sell the new offering to and how to sell it well. As a marketer, how do you operate innovatively? How do you encourage your team, colleagues and clients to embrace innovation? How do you embed innovation at the heart of a business, whether it’s product or service driven? For this Marketing Society Scotland Inspiring Minds session we looked at this topic further, with two of our 2019 Star Awards Gold award winners, both of whom recognise the importance of innovation in everything they do. These were: Inspirational Marketing Leader – John Bernard, Marketing Director, Dexcom SME Chairman’s Award – Aarti Joshi, Head of Marketing, Communications & Sponsorship, DF Concerts The session was chaired by our Star Awards Chair, Petra Cameron from RBS.