Discomfort is the key to innovation

Many have spent money and time trying to make innovation less daunting, but it hasn't resulted in widespread adoption. Instead, we should focus on creating discomfort with the status quo, as humans are naturally resistant to change. Discomfort caused by external competition, shifts in the market or forthcoming strategic changes can make innovation more appealing. However, innovating proactively is more effective than reacting to external pressures. To create sustainable innovation, managers must lead the charge by creating discomfort with the existing products or markets.