Why Innovation Must Become Business as Usual

ABSTRACT:
We've got to find a way to reduce corporate resistance to innovation, and remove or eliminate the inertia that many corporations retain. While successful companies may feel secure with existing products and market share, that security is a myth. Much of what the resistance and inertia is based on is on protecting a customer base and market share that is under constant attack. Taking a reactive mindset and resisting change is counterproductive. Good innovators already understand this and take the fight to the market through proactive innovation. Good innovators don't hunker down, defend share and resist innovation. On the contrary they attack adjacent markets and rework their products to keep competitors off guard and uncertain.

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