Brand Relevance: Making Competitors Irrelevant

Chapter 11. THE INNOVATIVE ORGANIZATION

In many companies the premium placed on being "right" is so high that there is virtually no room for speculation and imagination.

—Gary Hamel, strategy guru

We have met the enemy and he is us.

—Pogo

Creating substantial or transformational innovation that will drive a new category or subcategory is difficult in any case, but without a supportive organization, the odds against become huge. The right organization does not just happen. It often requires a change initiative, a cohesive set or programs, effective objectives and incentives, and the right people. Only a few have been successful at doing so. That is why the GE story is so instructive and inspirational. GE has taken its innovation heritage going back ...