"Risks and Rewards"
Executive Excellence, January 1992

Summary:
Why is innovation so difficult?  What prevents us from turning new ideas into profitable reality?  The single biggest factor is the culture around risk-taking.  By "risk-taking" I mean deciding to implement a well-reasoned idea where the benefits would far outweigh the loss-- trying things out early, making mistakes at low cost, refining the idea, product, or process, and retrying.

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