Media Marketing: You brought a lot of experience in the communications industry into New Startegy. Has anything managed to surprise you at work? And what has happened exactly as you expected?

Miša Lukić: The thing that has surprised me most is that many companies, even in developed markets, still consider innovation a necessary evil, a sort of distraction from existing business, and not a major opportunity to tackle major business challenges and bring transformative positive change to how they work. It surprised me there are still so many companies that view innovation as a luxury or an attractive PR activity for shareholders and clients, or sometimes even as team building for employees.

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