CHAPTER 1

The Context of Innovation

Why Everyone Wants Innovation but No One Wants to Change

Our firm was in a bit of a slump. We had a hugely successful product a few years ago, but now we were facing increasing pressure to come up with the follow-up product, the next big thing. One day the big boss called the team into the office and said,

“People, this is serious. It has got to be big! Look, I really need you to think outside the box—don’t constrain yourselves! Listen, I really want you to push the boundaries way out there on this one; remember, we’re talking blue-sky this time—a real breakthrough!”

So the team and I ran off, ...

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