A stroke of luck alone is never enough! Just like the great expert who gives a talk about innovation at a convention doesn’t guarantee a result over time if he cannot find stimuli in the business context and creative leadership support.
In fact, in the last quarter of the last century about 70% of Fortune's top companies came off the list and were replaced by new businesses. One of the main reasons for this change was certainly the fact that some companies did not seem to be able to cultivate the genes of creative change in everyday life. The causes or reasons for this can be multiple and differ from case to case but the end result does not seem to change: companies that fail to successfully face change sooner or later are condemned to leave the stage, giving way to new ones who are better able to equip themselves to modify their products and processes to adapt to the new needs of the market.
These results confirm all of the research on the subject which argues that innovation cannot be improvised but must be prepared through processes that facilitate it, training the creative thought process and concrete innovation competence.
Successful companies that change according to the needs of the end-user, companies that know how to renew themselves, can be defined in a single word as "innovative". This is in fact their targeted response: they pose questions and then research a method that allows them to develop fast, disruptive and sustainable innovation to face the market. This is because innovation, just like creativity, is the result of well-structured processes that are followed with meticulous attention. It is precisely this structured approach that enables concrete ideas and solutions to flow, thanks to the ability to nurture and develop creative thinking in everyday life.