Few things make creative people wearier than empty talk about innovation, and yet the “innovation” word is now so commonplace that it's at risk of losing its value as a motivating brand attribute. Some company leaders boast about innovation, and yet have no innovation processes in place, or culture where innovation is encouraged. The result is that they fail to demonstrate any real success with innovation. But as this article points out, innovation fatigue is nothing new.
That said, and as with digitisation, any business that fails to walk the talk with innovation, runs the risk of becoming obsolete in the next five to ten years.
Read why innovation still matters in the 2015 Innovation Kernel Study, and listen below to Carl Bass talk about the new rules of innovation at TEDxBerkeley.