Beware the siren voices of innovation
The problem with most radical innovation discussed in books and journals is that the lessons drawn are from successful big leaps. However, the message from strategy academics, consultants and practitioners is stark: most innovations fail, and most companies pursuing radical innovations die. Marketers should concentrate on incremental innovations where their skills are most relevant and most likely to produce success
Freeling, A. (2007) Beware the siren voices of innovation, Market Leader, Autumn.