The Real Reason Innovation Stalls in Most Companies

Ask any CEO if innovation matters and the answer will be unanimous. PwC’s Global Innovation Benchmark survey found that 61% of executives cite innovation as a top priority—yet only a fraction believe their organizations are good at it.

Why the gap? It isn’t because employees lack ideas. In fact, most organizations are overflowing with them. The problem is that ideas get stuck—drowned by bureaucracy, suffocated by committees, or dismissed as “too risky.”

Albert Einstein famously said: “If at first the idea is not absurd, then there is no hope for it.” Innovation requires space for ideas that may sound impractical before they prove transformative. Unfortunately, most corporate environments reject absurdity in favor of safety.

1. The Myth of the Lone Genius
   Leaders sometimes wait for a visionary to show up with the “next big idea.” But innovation is rarely born from isolation. It’s usually the product of teams reframing challenges together.
   
   
2. The Myth of Endless Resources
   Executives fear that innovation will drain budgets or distract from “real work.” In reality, structured innovation creates efficiency by solving problems more effectively.
   
   
3. The Myth That People Aren’t Creative
   Too many organizations believe creativity is reserved for a select few. The truth? Everyone is creative. Adults have often just had their creativity trained out of them by rigid systems.
   
   
4. The Myth of the Perfect Plan
   Innovation doesn’t emerge fully formed—it grows through experimentation, failure, and iteration. Waiting for perfect conditions is a recipe for stagnation.

Kodak invented the digital camera in 1975. But leadership shelved the idea, fearing it would undermine film sales. By the time they embraced digital, competitors had captured the market.

Kodak didn’t lack ideas. They lacked the clarity and courage to act.

A major airline faced mounting customer complaints. Committees debated endless solutions—loyalty perks, meal upgrades, new seating layouts—but change stalled.

When the leadership team reframed the challenge as, “How might we make flying less stressful for customers?” employees offered bold, simple solutions: clearer boarding processes, better signage, proactive communication during delays.

Customer satisfaction soared within a year. Innovation emerged not from technology, but from clarity and reframing.

Is innovation only about new products?
No—innovation applies to processes, customer experiences, business models, and culture.

What if my company has too many ideas and not enough resources?
That’s normal. Prioritize ideas that align with strategy and test them quickly.

How do I overcome fear of failure?
Model it at the top. When leaders admit mistakes and celebrate learning, employees feel safe to innovate.

Innovation isn’t stuck because people lack ideas. It’s stuck because companies fear absurdity, prioritize safety, and lack structure. The truth is, every idea is absurd at first—but those absurdities often change industries.

Leaders who create clarity, ask better questions, and empower teams don’t just avoid stalls—they unleash innovation that drives distinction.