Today we want to talk to you about a word in Basque that has great significance for InTool: ‘Berrikuntza’, which means innovation.

The word ‘Berrikuntza’ is composed of:

• Root: ‘Berri’, which means “new” or even ‘news’.
• Suffix: ‘-kuntza’, which refers to “action” or ‘process’.

Therefore, ‘Berrikuntza’ is the action or process of doing something new. According to economist and Harvard University professor Theodore Levitt, ‘Creativity THINKS of new things. Innovation DOES new things.’

The ‘berri’, or news, is the basis for detecting opportunities, anticipating trends and staying up to date at all times. At InTool, the process of surveillance and ideation is the essence of ‘Berri’: always staying up to date, with an eye on the news that keeps us abreast of what is happening in the environment.

We turn information into knowledge and knowledge into strategic decisions, driving the ‘Berrikuntza’ that transforms organisations.

In order to enhance this ‘Berrikuntza’, we combine human intelligence with generative artificial intelligence: ‘augmented innovation’ that multiplies our creative and strategic potential. However, we will discuss this exciting concept in greater depth in another post.