Signal versus Noise
Many executives have concluded that innovation is important and must become a cornerstone of their business strategies. However, they have little understanding of how innovation works. To them, innovation must seem like magic pixie dust: sprinkle it around, encourage it and new innovative products will spring to life. So, they take to the lecterns and advocate for innovation, but don't change deliverables or goals or investments. So people hear about innovation but don't see the requisite change in risk attitudes or investments, so they become conflicted. In this case, innovation is NOISE introduced to a consistent SIGNAL that is business as usual.
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