As consumers become savvier, and traditional media becomes more and more cluttered, brands are faced with unprecedented challenges: How do they stand out from the crowd?

How can they engage consumers? How can they re-invent traditional channels and create new ones? How can they incorporate creativity to refresh their brands? How can they imbue their brand with a sense of 'cool'?

Contrary to conventional thinking, the answers are simple. In fact, a single solution applies, and it can be summed up in one word: Innovate.

Innovation isn't an option anymore. It's mandatory. And to today's hyper-informed and perennially connected consumers, it's a basic expectation.

To some people innovation and the ability to think creatively come naturally, but for most of us, it's a baffling task. The good news is that, while the Steve Jobs' of this world are born with a ‘sixth innovation sense,’ the rest of us can learn it. Mastering the art of innovation is a revelatory process that involves, among other things, a lot of 'unlearning.'