15 potential pitfalls to eliminate from the innovation process

Fast Company

2 days ago

In today's fast-moving world, it takes a spark of creativity to develop a unique product or service that will have a profound impact in the marketplace. But without a clear vision and structured path to take an idea from inception to execution, it won't make it across the finish line. However, breaking down the innovation process into manageable stages can help companies systematically develop solutions that address real-world pain points and create true value for every stakeholder involved.
Here, 15 leading experts from Fast Company Executive Board each list the common mistakes some companies make when trying to innovate, and why these practices should be avoided.
1. WORKING IN SILOS INSTEAD OF COLLABORATION
First, find the pain point. Better workplace experience outcomes are achieved when IT, facilities, and HR work together. By breaking down silos and working collaboratively, you can save time, optimize budgets, and allocate resources more effectively. Most of all, better meeting experiences result in more brainstorms and breakthroughs—key ingredients for accelerating innovation. – Prakash Arunkundrum, Logitech
2. MISCALCULATING THE TIME IT TAKES TO ADOPT INNOVATION
Companies underestimate the time it will take for old technology to be replaced by the adoption of new technology. This is one common mistake leaders must avoid.- Jon Olson, Blackbaud, Inc.
3. OVERLOOKING THE JOURNEY OF BEING EDUCATED IN THE PROCESS
Confusing when (and in what area) to innovate to get experience, rather than innovating with an expectation that it will linearly lead to a new product or business opportunity, is a mistake. It isn't okay to waste time and resources, but innovation is as much about what you learn from the journey as it is about the end result. If you don't have the appetite for that, you are better off focusing on being a fast follower. – Jason Kuperman, OUTFRONT Media
4. FAILING TO EQUIP TEAMS PROPERLY AND MOTIVATE THEM TO ENGAGE
Common missteps are focusing too much on technology and not enough on the people and culture using it. Understand the root problems innovation solves, ensuring your team is aligned and motivated within an inclusive culture that fosters collaboration and feedback. This embeds innovation into the organizational mindset, providing the right tools rather than pushing new ideas for innovation's sake. – Larry Brinker Jr., BRINKER
5. CONFUSING TECHNICAL NOVELTY WITH ESSENTIAL INNOVATION
A typical mistake companies make when trying to innovate is confusing technical novelty with true innovation. Avoid investing in solving technically interesting problems that don't translate into real-world value, usability, or growth. – Sezer Ovunc, Snapshot Reviews
6. COMMUNICATING INTENTIONS INCORRECTLY
At times, our words don't match our intentions. If I'm encouraging my team to swing big, am I there to support them when they do? I try to model this behavior by continuing to swing big myself, but also ensuring that I am present to nudge and strengthen ideas or be a voice of support to others to help achieve their breakthroughs. Success creates momentum, and momentum can create a tidal wave! – Jeffrey Whitford, MilliporeSigma
7. IGNORING THE CUSTOMER'S POV
Too often, the echo chamber is the barrier to innovation. We discover something truly amazing; we seek confirmation around us; we want to move. The problem? It has to be amazing to your customer or prospect. Company leaders must first define the needs and pain points from the consumer's point of view. Then, they must validate that their solution delivers. When those steps are skipped, the likelihood of success diminishes significantly. – Maury Giles, Material
8. DOING TOO MUCH WITH ONE PRODUCT
One mistake is trying to create a product that solves a lot of problems. It's best to instead focus on developing a product that can solve a few critical issues and do them well. – Ruchir Nath, Dell Technologies
9. AIMLESSLY CHASING AFTER TRENDS
Companies chase trends without anchoring them in strategy or customer insight. Innovation isn't about being first—it's about being relevant and intentional. To avoid this, we advise starting with data, listening to your audience, and aligning every new idea with your brand's core positioning. – Kristin Marquet, Marquet Media, LLC
10. MOVING TOO FAST ON DEVELOPMENT
For too long, companies have tried to move fast and break things, but innovation comes from thinking expansively, not necessarily quickly. Instead of trying to break things, find gaps to close, which might mean building products that don't otherwise exist. Chances are, you won't solve systemic problems overnight, but you will innovate and inspire meaningful change in the process. – Caitlin MacGregor, Plum
11. MISUNDERSTANDING WHAT YOUR PROSPECTS NEED
A common mistake is not understanding the business or user problem that you are trying to innovate against. The best innovation starts with focus—specifically, a laser focus on your audience. When you truly understand who you're serving—how they think, what they need, and where they struggle—you uncover real opportunities worth solving. – Sarah Buckler, Tangible
12. EXCLUDING POTENTIAL MARKET SEGMENTS
Companies that have been around for a while and are trying to innovate need to make everyone feel safe and included. The people who say, 'We tried that before, and it didn't work,' can destroy progress. – Barry Lowenthal, Inuvo, Inc.
13. GIVING AN 'INNOVATION THEATER' PERFORMANCE
A common pitfall is doing 'innovation theater'—when companies are dazzled by the latest shiny technology trend, whether agentic AI, quantum, or blockchain, without a clear business outcome or a solid data foundation to build it on. To avoid this, companies must start by understanding the core principle of applied innovation: Focus on the value first, then choose the technology to deliver it. – Joe Depa, EY
14. BUILDING AN 'INNOVATION TEAM'
Don't treat innovation like a department; make it a habit. I've watched companies build 'innovation teams' that become expensive idea museums. At my company, we scrapped our innovation group and instead embedded 'possibility sessions' into every team's workflow. The virtual assistant who suggested our best product last year didn't need whiteboard walls, just permission to question the status quo. – Shayne Fitz-Coy, Sabot Family Companies
15. WAITING FOR YOUR IDEA TO BE 'PERFECT'
A lot of companies stall innovation by chasing perfection or avoiding failure. You don't need to have it all figured out before testing something. Just ship, learn, and improve. The longer you wait for perfection, the more likely someone else gets there first with 'good enough.' – Travis Schreiber,