True innovation is like true love: it is unconditional.
I’m coining the phrase “unconditional innovation” for lack of better words to translate the unconditional commitment to innovation that sets companies like Amazon and Google apart. I’m talking about companies which repeatedly push innovation to the point of disruption and reinvent themselves.
Most companies, in fact most of us as individuals, too, “fall in love” with innovation. We’re in it for the fun and the glamour, not the hard work and the pain. It’s more like a flirt, a short-lived affair that we end as soon as reality hits. Yes, we love our customers; but why give them what they really need if none of our competitors does? Why rock the boat? Why not wait until somebody else tries it out for us?
Without unconditional commitment to innovation, we loose faith, we’re stuck in half-hearted attempts at continuous improvement and playing catch-up with the competition.