Reframing Innovation

This chapter covers the common misconceptions that undermine innovation projects from the start. While organizations often treat innovation as a matter of execution—needing only more planning, talent, or urgency—many failures stem from misaligned expectations about how innovation actually works. Projects are launched with optimism but little clarity, driven by pressure rather than shared understanding. The chapter reframes innovation not as a fixed deliverable, but as a dynamic process marked by uncertainty, discovery, and evolving value. By understanding the real terrain of innovation work, leaders can shift from reactive problem-solving to proactive strategy—one built to adapt, align, and deliver.