Innovation Stigma

Despite the enormous value innovation holds for organizations, there is an inherent bias against it. Executives perceive innovation as soft and frivolous compared to other business activities, which deters them from investing in serious innovation initiatives. Participants in the innovation space perpetuate a mystique about innovation and creativity as a deeply hidden secret that needs to be unleashed, conditioning people to believe innovation requires skunk-works in a specially-designed room to pursue white space opportunities. The innovation industry needs to improve the image of innovation and play a role in consolidating the innovation space to help companies make sense of the different offerings. Leaders need to address the innovation bias head-on by championing innovation first and becoming authentic innovators.