Innovate Out of Your Comfort Zone

October 30, 2013 By Jeffrey Phillips

I notice a pattern emerging this week. A consistent set of blogs that examine what executives and managers get backward about innovation. It's interesting, actually. As a consultant who is regularly planning and leading innovation projects, it can be a bit disconcerting to see how often well-meaning teams get things almost exactly wrong.

Many managers are too willing to innovate that which they understand and are familiar with, and ignore what is new, unusual or uncertain. Further, many firms innovate around internal capabilities or technologies rather than based on customer expectations or needs. What this leads to is a constant "doubling down" on existing capabilities, features or technologies, rather than an introduction of new capabilities or features.


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