Cultural Strategy

How do we explain the market success of companies such as Nike, Starbucks, and Jack Daniels? Their innovative ideas are shaped by an ideology different from conventional design thinking: the authors call this an innovation culture . Cultural orthodoxy is the norm in mature product categories, which means that up-and-coming brands have a lot of opportunities to break free from this pattern. The companies highlighted by Holt and Cameron in their book have implemented innovations that use cultural content—ideas or symbolism—from subcultures to meet consumers' needs.