A product, service or idea is innovative when it stands out from the rest and truly makes the customer lives’ easier. Reinvention of experience has been the cornerstone of the 21st century. From Uber to Airbnb, Grubhub to Spotify, pain-points in many areas of our daily lives have been opened up by innovation. The future is already upon us and some iconic brands have taken the lead to innovate and update our life’s experiences. During Part I of this two-part series, we unpack two of the 4 P’s of Iconicity, Purpose and People, and discuss how some brands are leveraging innovation to create experiences that make our lives easier and stand out from the crowd.