In the culinary world, there are five taste sensations. Many are familiar with the first four: sweet, salty, bitter and sour. But the fifth is umami. Its taste is best described as rich, savory and meaty. But it’s the lack of a definitive definition that intrigues me. I once read a food blogger explain it as this: “A food has umami when it has become all that it can be, when it is at its peak of quality and fulfillment. Before that point, a food has potential for umami.” I feel the same way about innovation.
The “umami” of innovation is one of the driving forces behind why I (and all my colleagues) love what we do. Here’s why:
So maybe it’s the umami of Ideas To Go that keeps clients coming back for more—hence our 35 years in business, and our 87% repeat business rate among the Fortune 500s. But it’s definitely the umami of innovation that tempts us most as we track down that next delicious idea.
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Liza Babcock is a Creative and Marketing Writer at Ideas To Go, an innovation agency that works with Fortune 500 companies in ideation and concept development to incorporate the voice of the consumer.