How can we make our innovation communications credible?

Ground innovation messaging in research into customers' strategic ambitions, rather than unsupported declarations that the business is innovative. The aim is to produce forward-thinking messages that resonate with the audience's strategy and make the organisation a credible potential partner. Boldness is relative: what represents a creative departure for one organisation may not do so for another. Continuing to produce traditional, safe content can reinforce a traditional, safe perception, particularly among customers pursuing innovation themselves. A 2025 Edelman–LinkedIn global study found that 53% of hidden B2B buyers said strong content could outweigh brand recognition alone, among hidden buying-group influencers. Give the audience a substantive reason to reconsider the business, not simply a more ambitious description of it.

Make the presentation demonstrate the forward-thinking character claimed in the messaging, while helping audiences find useful information. Siemens needed technical reports to engage both technical specialists and business leaders, whose understanding and interests differed. The resulting interactive web experience brought Siemens's 3D software to life through easily navigable, layered copy. Each audience could access the level of explanation relevant to its understanding of the software's benefits. The creative treatment supported a forward-thinking impression without requiring either audience to work through unsuitable technical detail. A 2025 Edelman–LinkedIn global study found that 60% of hidden B2B buyers associated a unique content format and design with higher quality, among hidden buying-group influencers. Use creative ambition to address an audience need, rather than pursue novelty for its own sake.