Product innovation is a beast and tough to manage, especially in large organisations. To get it right, media companies need to understand and even embrace its underlying complexity. We’ve all heard of Design Thinking, but what about Product Thinking?

DPA, the leading news agency in Germany, has shifted its organisation toward innovation. INMA members are invited to attend a live Webinar on July 11, in which they will learn about the differences between Design Thinking and Product Thinking, and DPA’s approach to innovation management. Learn about the nature and value of product thinking, how it helps DPA to deal with that complexity, and how other news media companies can as well.

The Webinar will be presented by Klaus-Peter Frahm, head of innovation management at DPA and co-creator of “Product Field, a Practical Methodology for Strategic Thinking.”

Fraham, a recent SXSW 2018 presenter and co-author of The Product Field Reference Guide, will share how to not only innovate but how to manage the concept and its execution within your organisation. 

Webinar details:

Date: Wednesday, July 11, 2018.

Time: 10 a.m.-11 a.m., New York time.

Cost: Free for you as an INMA member. Webinars are only available to INMA members.

Register: For all inquiries, send an e-mail to Krista Avedikian at

For information on all upcoming INMA Webinars, visit here.