“Innovation” has become this decade’s go-to business concept. Its star is clearly rising, which makes it easy — perhaps too easy — for the C suite to champion.

The optimists and visionaries among us look to innovation for powerful, fundamental shifts. But for most people, the seduction of innovation is in incremental improvements, not disruption. We want the benefits of change, but only within the comfortable confines of our existing routines. We love the idea of fixing things at a fundamental level, but we settle for smoothing out the rough edges of our day-to-day experiences because fundamental change is such hard work.

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