“You need to take risks!” This seem to be something loads of people say regarding how to succeed with innovation. As if you wouldn’t innovate unless you’re willing to take risks. We have a very different view on this. Good innovation work should be grounded, informed and therefore not lead to risk taking.
Not so innovative products are usually grounded in current sales numbers. If it sold before it will sell again. Innovative products on the other hand are new. Perhaps so new that people hasn’t seen anything like it before. This makes it impossible to ground them in current sales because there aren’t any. So how do you ground them? How do you make these new products not a risk? If you identify real problems people have (perhaps because of the current products out there) and reach a product that solves stuff in a better way – it’s not risky. Actually, one might argue the opposite. If you don’t find a way to solve peoples problems better than everybody else, someone else will. Then you really are in a risky situation