I think that marketing and innovation are basically the same thing. This was confirmed after attending “The Great Wine Experience” opening event in Copenhagen, where jazz music, photography (The Uplift Sessions) and delicious wines were in focus. There are hundreds of wine bars in this city, so in reality there are only two ways where you can add value in the marketplace:
a)    You can either find out what people want and work out a clever way to make it, or
b)    You can work out what you can make and then find a clever way to make people want it.
The money you make is the same regardless of which option you choose, therefore, it’s not necessary to reinvent the wheel and spend thousands of kroner on creating a new concept. Another way is to take an existing concept and this case a wine shop, and then presenting, pricing, positioning and framing it in a completely different way. Natalie and Wilfred have done a wonderful job, and this is just the beginning.