Coca-Cola, Maroon 5 and Italian designer Gentucca Bini offer us some examples of how real-time ideation and creativity can result in a marketable product in less than 24 hours.

Agile development, collaborative innovation, iterative launch strategies and the argument of preeminent importance between ideas vs. execution all indicate one thing: the importance of speed to market. After all, you can't begin to profit or build market leadership without a product. For these reasons, the notion of real-time invention — or re-invention — has been on our minds. We found evidence of these themes in the recent work of Coca-Cola and Maroon 5, as well as designer Gentucca Bini for Pitti Uomo in Florence. To note:

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