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Most companies are built to execute today's business model, not discover tomorrow's.
Companies get into grooves and they keep sharpening what they are doing, when in fact what they really need to do sometimes is to stop and do something completely differently.
The school at which you studied - design school, disruptive school, TRIZ school, user-centered innovation school, etc - determines the specific words you use.
Everyone knows innovation involves developing unique understanding of a market, thinking expansively to develop a solution, and then finding a way to test rigorously and adapt quickly.
I've come to the conclusion that the core characteristic that separates companies that get innovation from those that don't is a simple word: curiosity.
The curious company studies the anomalies or the unexpected findings. The company that isn't curious ignores them or punishes people who don't do exactly what they set out to do.
The reality is customers lie - not because they want to want to deceive you, but because they don't do a good job of predicting what they will do in the future.
You can always figure out how to deliver things in somewhat controlled situations, but when you start to get into the reality of the market you start to figure out what isn't going to work.
You can increase the odds of spotting the weak points in your approach if you really think about the end-to-end business model you plan to follow - how you plan to create, capture, and deliver value.
Avoiding along some dimensions is easy. Create organization space and bring in some new talent so the innate cultural resistance is less material. Unfortunately, it's rarely that easy.
I use the term "fool's gold white space" to highlight a common problem for innovation. People see a market that doesn't exist, and assume that one should exist.
What everyone is always afraid of is the unknown, or the unfamiliar. You got to have a look for a character that is mysterious and menacing, and doesn't quite look like what we've seen before.
I respect your right to hold your religious beliefs, and if they help you, I think that's great. I would, however, like to inform you that you are a raving kook.
That special bond you think you have with your pet is imaginary. As long as it has food and water, you could get hit by a train tomorrow, and your pet wouldn't think anything of it.