Yes, innovation should be uncomfortable


Few things in our personal lives feel safer than routine. Coffee in the morning, walking the dog and lately trying to crack the code of the daily newspaper Wordl– all give us a sense of stability and structure. Routines are healthy, predictable, and comfortable.

Not much has been convenient in business for the past two years. The restaurant industry hasn’t been comfortable migrating quickly to online ordering and curbside pickup. Airlines and cruise lines rethinking the entire travel experience have not been pleasant either. However, what happened in these industries and many others as a result were new paths trodden, barriers broken, timelines accelerated, and breakthrough discoveries. Innovations happened.

innovation is target be uncomfortable.

In today’s business world, routines are on the verge of extinction. Change is constant, evolution is continuous, and organizations must be adaptable to ensure future success. Hesitate, and you could see your competitors speed past before you’ve had enough time to blink.

Here’s how companies can adopt this mindset to stay at the forefront of innovation:

keep moving

Behavioral patterns have changed and companies cannot sit still – they must respond accordingly. Two-thirds of companies surveyed in 2021 said their strategy would change significantly over the next three years as they adapt to the pandemic, and other unforeseen disruptions may make this flexibility even more important. Supply chain constraints are one example – only 28% of retailers believe their supply chain is agile enough to support the organization’s changing business needs.

Related: Everything you know about innovation is wrong

However, with more consumer data than ever available due to the recent surge in consumer online adoption, retailers have renewed their approach. Using predictive capabilities and optimization to sort inventory and forecast demand, the retail industry ensures that customers’ changing buying behaviors are met with accurate answers in real-time—both in-store and online. Retailers who have adopted an adaptable, flexible approach to customer service and experience delivery are way ahead of those who stay put in the changing world.

Identify bold leaders to earn buy-in

In the musical Hamilton, Alexander Hamilton explains the challenges he faces in getting his financial plan through Congress. George Washington replies, saying, “Winning was easy, young man. Governing is more difficult.”

A company that is comfortable with its routine is often reluctant to change. this The fear of failure is one of the biggest obstacles to innovation, and one that companies must overcome in order not to risk falling behind. Leaders who champion the innovation path take the bold step of shaking up the status quo, and to gain buy-in and support from the rest of the leadership team, they need to find common ground that can be understood. It’s often not an easy sale when things are currently going well, but historically there are proven examples that leap forward has resulted in both near-term growth and long-term market leadership.

Be the early bird and catch the worm

Innovation can often seem like the opposite of resilience, which is another reason it often feels uncomfortable. But the reality is that doing more of the same will result in losing industry relevance and evaporating any resilience the company may have previously had. Flexibility in responding to emerging market conditions and the confidence to differentiate from the competition with original concepts and ideas can enable companies to be more resilient when the trend eventually leads to the rest of the market catching up. While others push through, resilience lies with leaders who have been on the front foot from the start.

Businesses are under tremendous pressure to drive growth, develop talent, reduce emissions and advance technology. None of this can happen when businesses are stationary. Routines are quiet, but organizations should never stand still for long. While the coffee order and the dog walk may always remain the same, the bold leaders who propel their companies forward through inconvenient innovation will feel their own calm. Yes, innovation should be uncomfortable


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