w w w. b r i g h t o n f u s e . c o m
technological, market and managerial expertise than
type. Its continued popularity depends on continued
those who grow less. It is not enough to innovate –
improvement and in particular, the attention paid to
innovation has to be well targeted and executed.
user experience and features clients prefer to the competition. These are design as well as technical characteristics: fused innovation.
Figure 12: Levels of innovation and high growth (% reporting innovation across that number of areas) 60%
0 Non high growth
Non high growth
High growth 5 1
High growth 10 3
We find that more innovative firms are more likely to generate income from royalties or technology licenses – this is consistent with the idea that innovation is a precondition for ‘making money in your sleep’ through IP. Brandwatch’s product is case in point. This is a leading product in its segment based on technology developed internally and attracting revenues through licenses. It is an innovative product, but not in the sense that it was the first and only product of its