Innovation Lessons from MOA You Can Use Anywhere

When you hear “Mall of America,” Innovation might not be the first thing that comes to mind. But after listening to Jill Renslow, Chief Business Development & Marketing Officer at Mall of America (MOA), share her leadership journey and approach to marketing, it became clear: Innovation is baked into everything they do.

MOA may be 33 years old, but it continues to evolve, reimagine, and inspire brands of all sizes. From theatrical Black Friday traditions to hosting pop-ups for online retailers, they’ve created a space to test, learn, and grow.

So what can your brand learn from this destination giant in our own backyard?

1. Test small before you scale big.

MOA invites online brands to “test drive” brick-and-mortar through pop-up stores. These temporary spaces enable companies to measure audience engagement before making larger investments.

Your brand can take the same approach. Whether it’s a new product, service, or campaign, test in smaller markets, pilot with a core group of customers, or A/B test messaging online before going all in.

2. Balance tradition with Innovation.

While MOA is testing new concepts, it is also holding onto traditions, such as making Black Friday an unforgettable shopping and entertainment experience.

Brands win when they know which traditions to protect and which areas to push into new territory. Ask yourself: What’s sacred for our customers? What can we experiment with without losing what they love most?

3. Align your team to your goals.

Jill emphasized the importance of alignment — setting clear goals, a shared vision, and accountability so that everyone is rowing in the same direction.

Innovation without alignment creates chaos. Innovation with alignment creates momentum.

4. Remember: when you do well, do good.

MOA has embedded giving back into its DNA. “When we do well, we do good,” Jill said. That’s Innovation, too — making community impact a core business strategy.

For your brand, Innovation isn’t just about products or campaigns. It’s about creating impact in a way that matters to your team, your customers, and your community.

Final Thought

Innovation isn’t reserved for giants like MOA. You don’t need 33 years of history or 32 million visitors a year to think differently. What you need is curiosity, courage, and a willingness to test, learn, and align your team around what’s possible.

Anything is possible when you work together.