Why do we forget about people when we talk about innovation?
Innovation has been a popular subject for the last years. BruceNussbaum, perhaps exaggerating, said "Innovation died in 2008, killedoff by overuse, misuse, narrowness, incrementalism and failure toevolve. It was done by CEOs, consultants, marketeers, advertisers andbusiness journalists who degraded and devalued the idea by conflatingit with change, technology, design, globalization, trendiness, andanything new. It was done by an obsession with measurement, metricsand maths and a demand for predictability in an unpredictableworld."
If so, why another book on innovation? Because it is not one more book on the subject! It is a book that does not talk about innovation, but about people. Is there anything as important as people wheninnovating? This book describes how to create a true culture ofinnovation, a culture where innovation is not an objective, but aconsequence.
