CHAPTER THIRTY
The Innovative Organization
IT IS WIDELY BELIEVED that large companies cannot innovate. This is simply not true: Merck, Citibank, and 3M are but three examples of highly innovative corporate giants. But it is true that to innovate successfully, a company has to be run differently from the typical “well-managed” business, whether large or small.
The innovative company understands that innovation starts with an idea. Ideas are somewhat like babies—they are born small, immature, and shapeless. They are promise rather than fulfillment. In the innovative company executives do not say, “This is a damn-fool idea.” Instead they ask, “What ...
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