Daniel Cohen, Brian Quinn, Erik Roth

High failure rates, in our experience, are often correlated with inattention to assumptions, which underlie all innovation initiatives. Companies often confuse assertions with assumptions, stating confidently what “should be true” for an innovation concept (for example, the price premium that customers will pay) instead of acknowledging that it is merely a strong hypothesis that needs to be validated. We therefore encourage management teams to place … [ Read more ]

The Innovation Commitment

To catalyze breakthrough growth, leaders must set bold aspirations, make tough choices, and mobilize resources at scale.