The innovation consultant Scott Berkun (http://www.scottberkun.com/blog/2008/the-irony-of-creative-change/) says one reason why so many companies find it so hard to innovate is that they want “to be creative without change”. So they instinctively prefer to listen to someone with experience of their own sector rather than an outsider. The only problem with this approach, as Berkun says, is that “do Vinci got most of his engineering ideas from watching birds and rivers, anti-virus software uses the language and tactics of biology not computer science and Henry Ford got the idea for making cars on an assembly line after watching his butcher take apart a cow.
