So how has the advent of the evolving of AI that is happening so rapidly these days? What difference do you see with the innovation leaders used to do earlier versus what's happening now with the AI generations?

Yeah, sure.

So I think the first thing to say is that AI is just a tool.

And we quite often see people getting a bit confused and thinking AI is the solution.

It's a tool, it's a really good tool, but it is just a tool.

And so what that means is that the foundations of successful innovation won't change.

You know, if you want to build a really high performing product or service, you know, the principles of how to do that haven't changed.

What should they do so that they can keep themselves relevant in an AI-powered workplace?

Okay.

Well, the first place to start is strategy.

And one of the big mistakes that we see people making is just jumping into innovation as if it's just a standalone thing.

We need to remember that innovation is only a means to achieving strategy.

It's never an end game in itself.

So the first step of the innovator way, the process that we use, is really to make sure that the strategy is super clear, super smart, and really understood by everyone so that we maximize the probability that the innovation that comes through the pipeline will actually help the company move forward.

And at this stage, most people say, but of course, of Of course, any innovation we would do would be in line with company strategy.

To be genuine, yeah.