Combinatorial innovation is a cultural process for invention by which existing ideas are combined in novel ways to create new ideas. The resulting output is fed back into the process to generate more new ideas, ad infinitum. As more ideas are explored, more possibilities present themselves.
The pitch is simple. “They get to feel good about themselves. They get to diversify the revenue. And they don’t have to take a financial hit because we’re able to deliver the sales that they want.”
The trouble with podcasts is that they are difficult to grow: while text can be shared and consumed quickly, a podcast requires a commitment (which again, is why advertising in them is so valuable).