"If companies want to innovate the way successful bold newcomers have, they have to unplug from the constraints of 'That's the way we've always done it' and recharge, starting with the mantra, 'Let's just not do that anymore.' They need to be willing to take market risks that more traditional companies are often unwilling or unable to take. Consider that Apple doesn't have a formal innovation 'funnel' process with established procedures, nor do Amazon or Facebook. In this volatile world the old model of process innovation needs a new framework. It isn't in sync with the way our minds work, which brain research tells us is more serendipitous than linear. Innovation just doesn't lend itself to being predictable and risk free. Innovation demands looking at the world differently, and finding connections between seemingly disconnected things. Corporate protocol, management hierarchies, and rigid assumptions about customer needs often create anxiety and stifle freedom of thought and exploration."