1 Introduction

DOI: 10.4324/9781003276210-1

1 The human side of innovation

Change is difficult. As human beings, we like our comfort zone and the safety of our old habits. Some of you might disagree. We are not all the same. Some feel the fire of innovation burning inside them, some like to think outside the box and continuously come up with new ideas. Nevertheless, we all – even those who feel the fire burning – agree that change is tiresome.

Let us take some examples from different fields to better understand. 2020 began with a totally unexpected event. Covid-19 pandemic stopped the world for months and has changed it significantly, maybe forever, in many respects. The pandemic provides us with at least two examples showing that change ...

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