One of the best forms of innovation is to transplant a practice from one knowledge domain to another. What this provides is a proven method — but one uprooted from its original context. However, it is in this re-planting where the real opportunities for innovation can be found.
For some time I have been convinced that there is much that marketers can learn from the technology community. From the "promiscuity of ideas" and open collaboration offered by "open source" through to the benefit of systems thinking captured in development lifecycles, there are ripe fields that will prove fertile ground for marketers coping with changes sweeping the industry. A great case in point is the overlap between information architects and planners. Matthew Milan shares a great presentation on the subject and reminds us "a planner is not their brief".
