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The dominant consensus among all generations, ethnicities, geographies and professions is that it is desirable to have more innovation not less. McKinsey says executives don’t want more of science, research, operation, engineering or clever business models but more innovation, as it is critical for their business growth (McKinsey, Growth and innovation. Strategy and corporate finance, 2020). Can it be perhaps that the innovation we are after is a placeholder for unexpected, positive, surprising new improvements of how we operate today? This chapter demystifies innovation and anchors it’s core in ubiquitous business concepts accessible to everyone. It then shows how leading companies in their field apply these concepts in their daily product reality. |
