a fresh way of thinking, feeling and behaving

All too often, the focus of business change and development is the organisation's own concerns, current capabilities, fixed attitudes and past experiences. Products are created in silos, and ideas are based on what has or hasn't worked before. Competitiveness is driven by price; product development is above all a process.

Breathe innovation is based on intuitive creativity. It's less a process, more a flexible framework built on a fresh way of thinking, feeling and behaving. The stimulus for creativity is empathy. This empathy is based on the connections between people within the business, and between them and their customers; as well as personal connections made within them as they begin to focus on presenting opportunities rather than being driven - and closed down - by past experiences.

And Breathe creativity isn't just about coming up with good ideas; it's also about the reality of implementation. It takes creative imagination, intuition and commitment to make connections with customers and colleagues, gather inspiring stimulus, generate and choose the right ideas, build on them and collaborate as a team to make the ideas real.