‘Science of Serendipity’ Excerpted in BrandRepublic

“Innovation starts with someone throwing a stone a long way,” ?What If! Co-founder Matt Kingdon writes in his new book, The Science of Serendipity. In this excerpt, Matt tells the story of Unilever’s Axe (also known as Lynx), a brand with a fearless leader who championed unconventional approaches to innovation. For the full excerpt on innovation leadership, click here. You can order your own copy of The Science of Serendipity here.

FROM the greenhouse