Dunning Innovation Marketing Project 
Mark Sanborn
SEPTEMBER 17, 2023
This can result in poor decision-making and a lack of innovative thinking. Examples: A CEO ignores market research that suggests a new product will not be well-received because he or she firmly believes it’s a good idea. A manager focuses only on what went wrong in a successfully completed project.
Harvard Business Review
AUGUST 20, 2013
As a result, in recent years, innovative ideas have been stifled and entire industries have fallen into the death spiral of cost/price cutting commoditization. Instead of risk = bad, leaders need to understand that today, calculated risk = innovation, meeting marketplace demands, leapfrogging competition and creating true profit.
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