No. You don’t “need more innovation”.

“We need more innovation” your leaders say.

The problem is, innovation is the outcome of continuous testing and learning, of failing and trying again, of truly understanding your customer while at the same time believing in a vision of a better world for her.
Innovation takes institutionalised courage.

Innovation takes learning at a high speed – and being able to transform that learning in to new value.

And innovation takes empathy, heart and purpose.

So, maybe “innovation” is not what you need.

Maybe you need to be bolder, smarter and find purpose in what you do.

After that, you won’t call it “innovation” anymore. It will simply be the way you do things.

Erik Starck

Erik is a Lean Forward partner and the CEO of the company.