When sales and marketing operate as a single unit, they can champion innovative ideas. The marketing lead can propose a "maverick" idea to sales, who then presents it to leadership as a customer-driven need, reframing the pitch to bypass initial resistance.

Being a new entity without decades of tradition, or 'spots on the leopard,' allows Unrivaled to rapidly adopt modern practices like player-led social media. This agility is a key competitive advantage over established leagues burdened by heritage and slow-moving governance structures.

To foster innovation, Kanji's marketing team holds a "Shark Tank Day." Team members pitch creative ideas to a panel of "sharks" representing their buyer persona. This gamified process surfaces proactive strategies (like an AI-powered "roast your tech stack" tool) and secures cross-functional buy-in.

Go beyond inviting your best customers to workshops. Intentionally include mid-tier or even dissatisfied customers. Giving them a forum to solve problems makes them feel heard, often turning them into loyal advocates, while providing the company with ideas grounded in real, urgent needs.

The NBA fosters a community where marketing leaders from competing teams openly share ideas. Because teams primarily operate in different local markets, they are not direct commercial rivals. This "coopetition" allows them to learn from each other's successes and failures, elevating the marketing of the entire league.

When entering a new market like NFL stadiums, TeamBridge doesn't fake expertise. Their pitch is honest: they have a powerful platform from other industries and are seeking an innovative partner to co-create the solution for that vertical. This attracts the right kind of early adopter.

Innovate by adding unique, low-cost features with high perceived value. For a sports league, this could be live commentary by volunteers or custom trading cards, creating a premium experience that justifies a higher price.

Unrivaled's teams aren't tied to cities, challenging the traditional sports model. The commissioner's initial concern about fan loyalty was unfounded, as fans quickly adopted team identities like the 'Phantoms.' This strategy allows a new league to build a broad, digitally-native following from day one, unconstrained by geography.

Blippar found that large, established companies wanted to fit new tech into old media silos (e.g., play a TV ad on a print ad). In contrast, challenger brands like Juice Burst were dream clients. Their risk appetite and hunger for an edge made them willing to experiment and create truly innovative use cases.