In this Thinkers50 Brightline Initiative Podcast, Stuart Crainer interviews Geoff Tuff, co-author of Detonate. The two discuss how businesses should allocate their spend between trying to disrupt markets versus advancing their core business.

Seven years ago, Tuff’s research pointed out the “golden rule of innovation”, which explains that what helps innovative companies out-earn other innovators is a ratio of attention and budget:

• 70% of spend and attention to incrementally advancing your core business
• 20% extending into adjacencies
• 10% trying to disrupt and transform markets

How has this changed in the last seven years? Find out in this podcast.