Doug Garnett wrote a blog post titled When the Innovative Choice is Not to Innovate.

« … obsession with ideas like disruption and creative destruction. »

« The only way to outperform the competition is to choose not to be like them. In other words, to make surprising choices. »

« Quite often the innovative choice is not to innovate. »

« Innovation is a tool (a critical tool) that is in the service of the company as it serves a market (of customers) and builds long term value (for investors). We must not embrace innovation for it’s own sake. »

« In the market, it’s the value that matters – not the “innovation”. »



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