Tomislav Milinović
Creativity is about unleashing the potential of the mind to conceive new ideas. Ideas are common, yet game-changing concepts are rare. There’s a gap between the ability to start generating ideas and the reality of bringing those ideas to market in a relevant way. The hard part of innovation is finding the nuggets that will generate high returns. However, if you throw lots of stones, you’ll break a window somewhere. If you invest in 100 ideas, then one day—when your core business is cannibalized—some of your ideas might have taken off and your company will still be sustainable. Innovation is putting those ideas to work. To paraphrase Feynman, every idea should be translated (as best we could) into some reality. This requires persistence, a plan and engaged employees to succeed. A very important approach is that leaders cannot demand innovation from others. They must demonstrate how to drive innovation through their own personal stories. In the context of business, economic sustainability improves the standard of living by efficiently using of assets to maintain company profitability over time. However, in several places in this book, we can see that in this same business context, the organization perceives itself as a member of society and promotes business values that improve human capital in society. Investments in the health and education systems, access to services, nutrition, knowledge, and skills are all programs under the umbrella of human sustainability.
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