Nikos Acuña thinks good ideas are born of collaboration — flowing from the input of many people thinking about a problem.

The director of business strategy at Redwood City, Calif.-based Rocket Fuel, he synthesized his ideas in "Mindshare: Igniting Creativity and Innovation Through Design Intelligence," published in 2012.

At CMSWire's inaugural DX Summit in Chicago this week, he shared some thoughts about how innovation happens and how companies can harness innovation to propel growth.

The Path to Optimal Experiences

"Innovation, as it relates to digital experience, I look at from this standpoint: First we have to redefine what engagement means. Usually we talk about KPIs on a site, landing pages, video completes … maybe even using data analytics to drive lift against goals.

"But we really have to think a lot more deeply when it comes to customer experiences. Obviously personalizing the experience is very important.

"So I look at it in two ways. The front end of brand innovation, which is the actual experience, is how a customer engages with a device or reaches what's called an optimal experience. And then the back end of innovation is essentially data capture.

"What kind of data can you essentially capture from those interactive experiences to make that experience more meaningful, so that you can personalize that experience for more people down the line.

"Understand the investment opportunity.

"Understand essentially what tradeoffs need to happen, what individuals can shift roles and shift the scope of those roles in order to make the right kind of investments.

"And then from there, start to build a product and explore what I call kind of the white space in order to design these new strategies.

"You incubate, you aggregate these different ideas from different perspectives and different paradigms and then ultimately you create a prototype in market. The market reacts to that prototype and then from there analyze and discover the process all over again."

Video by Jon Louis