Frederique Covington, CMO for Microsoft Asia-Pacific, discusses the difference between crowd-sourcing and consumer co-creation, and the benefits of asking people to contribute their own ideas to a brand's story.   Frederique Covington-Corbett, CMO Lead,

Innovation is a term that is used extremely often; nowadays it's become a cornerstone strategy for differentiation. Yet I find that innovation is often misunderstood. Innovation to me falls under three categories - people innovation, product innovation and technology innovation. And to be innovative, an organization needs a combination of all three forms. Innovation cannot just be bought, acquired or approached as a short term strategy.