It’s the week after our third Connected Festival, and every single session revealed the same truth: innovation is alive and in motion.

But what is innovation, really?

It’s the bold pursuit of new value. It’s tied to risk—the willingness to step into the unknown. Not to avoid uncertainty, but to manage it. To learn from it. Real innovation happens when we challenge the status quo, not just with ideas, but with action.

Whether it’s a startup reshaping a business model, a company applying AI with purpose, or a brand betting on sustainability to earn loyalty—innovation is where vision meets brave execution.

And personally? I believe what I do is innovating too.

For 20 years, I’ve been designing experiences that do more than entertain. They build media ecosystems. Spark conversations. Grow communities.

That’s why I built this newsletter, this community - my own media ecosystem.

In a world where media, tech and human behaviour are constantly shifting, innovation isn’t a buzzword - it’s survival.
I built this for my business - but also for me.
I needed a space to connect, to explore, to build something different.
And I had a feeling I wasn’t the only one.

What I learned from the Festival last week:
The art of innovation is about creating emotional connection.

We hear a lot about emotional intelligence - but what matters is what it creates.
Because if you truly have it, the result should be emotional connection.

That’s the winning formula: focus on the result, not just the tool. Don’t you think?

If you’re building a business or marketing strategy for 2025, this might just be your edge.
Let’s dive into the how and why.

 I love art. Because the purpose of art is to evoke emotion - emotional connection.
 I’ve been a fan of Refik’s work for years. He makes machines dream.

Here’s What We’re Talking About Today:

Audience Insights & Future Trends: How Innovation Is Evolving in 2025 - Especially for Marketers

The smartest marketing strategies in 2025 fuse creativity with humanity. That’s not just my mission - it’s a fact.

A Harvard Business School study shows that 92% of purchasing decisions are driven by emotion.

It’s not the tech, the channel, or even the idea. It’s the story. The experience.
That’s what builds trust, creates connection and turns moments into movements.

And here’s where it gets big: marketing is fully integrating with sales. That’s the trend to watch.

Just look at Zoom. Kathy Doolaege, their Global Head of Sales and Marketing Operations, is shaping how those two functions come together.

 📊 The stats worth knowing:

• 89% of shoppers begin product searches online (Keenfolks)

• 76% expect a consistent experience across all channels (Salesforce)

• 81% say experience is as important as the product or service (Forbes)

• 69% want shared (in-person or digital) experiences (EventBrite)

• Yet only 30% feel connected to a brand’s mission (PwC)

So what gives?

 Too many brands are still missing the obvious:

• Letting technical teams lead, when it should be human, experience-first

• Talking about platforms and features—not the outcomes that matter to people
  

Case in point:

• Isabelle from Enchanted Tools: most robotics companies forget to design for human emotion

• Kati from Meow Wolf: artist-brand collaborations work not because they convert - but because they move people

💡Takeaway:

Audit your brand’s emotional connection - and your own.
Are you creating a shared experience?
Or just pushing out content without forming a bond?

Case Study of the Week: Duolingo

Why I chose this:

Because my kids won’t stop learning, and it’s infectious. Duolingo didn’t just innovate with tech - they innovated with emotion, design and joy.

They turned language learning into a game. With AI-fueled personalisation, a playful UX, and Duo the Owl’s ridiculous reminders, they created something sticky, engaging and deeply human.

By the numbers:

• Revenue: ↑ 39% YoY to $209.6M

• Bookings: ↑ 42% to $271.6M

• Paid Subscribers: 9.5M (↑ 43%)

• Daily Active Users: 40.5M (↑ 51%)

And yes, they teach Klingon and Dothraki. Come on.

Why this works:

• Broke the value-cost tradeoff

• Applied gamification to learning

• Used AI for true personalisation

• Built emotional connection = retention

🫵🏻Your Turn:
Is your business stuck in the same tradeoffs? Are you solving real human pain points - or just tweaking old models?

Behind the Scenes: Lesson from Festival #3

This month, I hosted six conversations across industries and continents. Here are four truths I walked away with:

1. Hire for humanity, not just tech

Hire a designer who understands people first. If they have a broader knowledge base - not just technical skills - they’ll ask better questions and deliver more meaningful solutions.

Look at Hopin: from a $7.75 billion unicorn to a $15 million sell-off. My opinion? A fundamental lack of emotional connection. Event tech that forgets how humans connect is destined to fade.

2. Real life still wins

We are wired for real-life experiences - even in an AI-dominant world. Zoom just hosted its first in-person sales conference in five years. Even they know: you can’t replace real, human connection.

(Thanks to Kathy Doolaege for the insight.)

3. Storytelling still rules

Hollywood hasn’t abandoned storytelling—and neither should we. Renard Jenkins reminded us how storytelling still leads—even as AI enters the room.

• The Brutalist used AI to fine-tune Adrian Brody’s accent

• Emilia Perez altered voices using AI

• Hanks and Ford have been digitally de-aged

The tech is new. The emotional power of story isn’t.

4. Innovation demands a lane change

To truly innovate, you have to get out of your lane. Andy Meikle’s journey - from pro football hopeful to tech entrepreneur - is proof. You don’t find the next idea in your comfort zone.

And I am.
I’m out of my lane. And honestly?
It’s scary and inspiring in equal measure—because I’m still earning your trust.

A Word from Our Partner (Me)

I write this newsletter - and building this ecosystem - because I believe Lively Worldwide is different. We’ve been operating at the intersection of real-life and digital experience for years - long before the pandemic pivot.

Why? Because you can’t beat real life.

Trying to figure out your hybrid strategy? I wrote the global guide for Ericsson. One free workshop turned into a six-year partnership.

Want to turn event moments into lasting campaigns and communities? I designed the playbooks behind Twitter and Spotify at Cannes Lions.

I don’t just work with the biggest brands - I work with the most innovative ones. At every level.

Let’s chat.

Mood Board: What Our Community Is Sharing

📣 Your Turn

What’s your innovation move in 2025? Hit reply. I’d love to hear it - and maybe feature it in the next edition.

🔜Coming Next Week…

We’re staying on theme with Innovation in Action - and more learnings from our community.

Until then: stay curious. Stay human. And as always, thanks for building this with me.