Innovation is the go-to strategy for growth in today’s competitive, experiential environment. So how do you know precisely when and where to invest to find elusive incremental growth? Successful innovation delivers memorable and differentiating experiences anchored in a deep understanding of people, and their tensions and needs in specific moments. To grow, brands must innovate to add value to people’s lives. From identifying the crucial moments of opportunity and where to play, to when and how to deliver the ultimate experience, we apply the latest thinking in behavioural economics and cognitive science, and use technology like virtual reality and wearable cameras to get closer to the moments that matter. Seize the extraordinary moments of opportunity in this new world of innovation.