Too many organizations have a ban on innovation (not that they would ever admit it). I see it all the time in museums where the leadership is too set in “the way things are done,” but it can be true at any established organization. Unlike a startup which may be financed to succeed or fail spectacularly, established companies are designed for longevity. I understand that. How can anyone know for sure whether their seed of an idea is a dud, or the next big thing? The truth is, it’s impossible.
So what does a sustainable orientation to innovation look like? Rather than chasing after one big idea, how about creating space for brainstorming and experimentation? Risk-averse brands have to dedicate the space to advocate for innovation.