Great article on the subliminal destruction of creative innovation.

I have heard these three phrases so many times and the article is true.

However, insurers can consciously challenge these underlying assumptions: relying on best practices, measuring ROI for something you are doing for the first time and leveraging previous experience are the way to innovate. It is not.

Delivering innovation is, by its very nature, uncertain. Everything is new and unproven until it has been done for the first time.