Overheard in a meeting this morning:

"The team developed an entirely new process for this assignment. The client is thrilled because it's way better than how their last agency approached the work."

Too often, innovation is defined simply as product. How about process?

I view innovation as using creativity and logic to find a way to do something better. 

Sure, sometimes that way is a product you invent to help your customer do something better. But just as often, that way is the process you use to come up with that invention.

Process should be clay. 

One of our most successful client relationships involves the production of literally hundreds of pieces of digital creative each quarter. The end product is hardly innovative for (especially for interactive agencies). For the most part, it's email.

However, the team that does that work approaches the job at hand with more innovation than most I've ever seen. I regularly see the team meeting to sculpt and re-sculpt their process. Creativity ("Hey, what if we built a Rails app to automate this...?") and logic ("Hey, this is not working because...") are the tools they use.

The innovation is in the process. And they find a better way.

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