Integrating the perspectives of creative thinkers and executors is key to managing the paradoxes that naturally occur in organizations while generating transformative innovation.

Why do some companies have such a difficult time creating a culture of innovation that produces results? Without innovation producing creative ideas and transformative solutions, businesses will eventually stagnate. The answer is that the innovation paradoxes create confusion and inertia at times because people tend to choose "safe" rather than new or unique.