In the world of corporate innovation, there’s a universal yearning for certainty. Leaders across industries want roadmaps—detailed plans that chart a proven course to the next big breakthrough. They ask for frameworks, methodologies, and industry benchmarks that guarantee success. But the truth is, innovation isn’t a journey that follows a predrawn map — if that were the case, everyone would use the same map. It’s an expedition into the unknown, and all you can rely on is a compass.
The Illusion of Maps
Maps are appealing because they feel safe. They offer a comforting sense of control —“just follow these five steps, and viola, you’ll be an innovative company.” This mindset is embedded in how businesses approach growth and problem-solving in the corporate world. Strategy decks are filled with milestones, deliverables, and execution plans that promise a straight path to success.
But maps have a fatal flaw when applied to innovation: the terrain is constantly shifting. What worked for one company in one moment won’t necessarily work for another. Maps are static; innovation is dynamic. Companies that cling to maps risk mistaking movement for progress, focusing on delivering what’s familiar rather than exploring what’s possible.
The Compass Mindset
A compass doesn’t tell you where you’ll end up—it points you in a direction. It demands curiosity, adaptability, and the courage to change course as you learn more. In the context of corporate innovation, a compass means asking:
• Where are the most significant shifts happening in our market or industry?
• How can we start small, test, and learn without overcommitting?
• Which assumptions about our business should we challenge?
This mindset is evident in companies that innovate successfully. They focus less on perfecting a plan and more on staying directionally correct. They prototype, pivot, and persevere in the face of uncertainty, using principles—not prescriptions—to guide their journey.
Why Maps Are a Trap
The desire for roadmaps in innovation often leads to a fixation on replicating what’s already been done. Corporates invest in “innovation labs,” acquire startups, or implement agile workflows because those tactics worked for someone else. But these moves are often reactive, disconnected from the company’s unique goals or context.
True innovation doesn’t come from following someone else’s map—it comes from forging your own path. This requires embracing uncertainty and accepting that success is rarely linear.
Becoming Better Explorers
For corporates to break free from the map mentality, they need to adopt the mindset of explorers. This involves a fundamental cultural shift:
• Rewarding Exploration: Encourage teams to experiment and take risks, even if the outcome is uncertain. Innovation thrives on learning from failure.
• Focusing on Direction: Define a clear vision or purpose to act as your compass. What kind of value do you want to create? For whom?
• Iterating Relentlessly: Replace rigid plans with flexible strategies that evolve based on new information and insights.
The best innovators approach their work like an ongoing journey, not a one-time destination. They navigate uncertainty with conviction, knowing that the most transformative opportunities lie off the beaten path.
The New Frontier
We’re in an era of unprecedented change. From AI to sustainability challenges, the future is being shaped by forces no roadmap can fully predict. The organisations that will thrive are those that embrace ambiguity, trust their compass, and confidently step into the unknown.
Clinging to maps may feel safe, but in the long run, it’s the riskiest move of all. The real choice is simple: chart your own course or risk being left behind.
Alan Tsen
Strategic Growth Lead
Cremorne Digital Hub
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