A different approach to innovation : How innovators at Pfizer and Nike ensure ideas come to fruition

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – The lateral‐thinking skills required to create genuinely new products and concepts are not granted to everybody. However, in many organizations, innovative ideas can struggle to get past first base simply because the “high‐ups” will not give further investigation the go‐ahead. CEOs receive so many proposals for new ideas that a fall‐back on the status quo is often the default response. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.