Activating Emotional Innovation

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Craig Dubitsky shares his journey of creating successful brands like Method, EOS, Hello, and Happy Coffee by focusing on emotional innovation rather than technical innovation alone. He emphasizes that true innovation comes from creating products that connect with people's hearts, challenging the notion that certain categories are "boring" by proving that it's just boring execution. The session highlights the importance of making products that are both endearing and enduring, with a focus on responsibility rather than just purpose or mission, as demonstrated by his partnership with NAMI for mental health awareness.

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