In my industry, content creation (I'm an author, keynote speaker and publisher), there is already a flood of content and the flood waters will not recede anytime soon. In fact, the rate of content creation is increasing as more companies launch content marketing and inbound marketing campaigns to pull customers to them.

We live in an increasingly complex world where both the volume of change and the pace of change are accelerating. But it is not just change that is accelerating, choice is proliferating as well. Witness the example of General Mills’ Cheerios. Introduced in 1941, there are now 13 varieties of Cheerios on the market, not including snack mixes introduced in 2008.

Innovation is all about value, and both internal communications and external marketing have a critical role to play in determining whether an invention has any chance of becoming an innovation. When it comes to both the Value Access and Value Translation components of innovation, in most organizations the marketing department holds the keys to success. But, unless the team does a good job...