Why less experience is better for business innovation?

Innovation is about creating new and maximum business values by trying new things with reasonable cost, if fail then tries again.

If the innovation team has not failed, that means they haven’t done anything new, or the company culture and its leader doing it wrongly.

A healthy and effective innovation culture should encourage innovation failures, as long as this failure cost is affordable and the team can leverage the learning to innovate better next time.


From my many years’ experience working both as the innovation consultant and corporate creative lead, one of the best combination for innovation is to have an external & less experienced innovator with strong business sense and communication skill, to work closely with the senior corporate leadership who has a lot of industry experience yet still open-minded.

Worst is the reverse, where you have some so call experienced external consultants who really only done a couple related projects, then to trust them to work with a working team that does not have the best industry insights to make good judgements! The innovation results will mostly end up in disaster.

In short, real innovation requires heavy  senior leadership involvement, who also has a gut to take some reasonable risk and be responsible for making judgemental calls with their industry experience; so he/she can make sound decisions on cross-industry innovation ideas that the external consultants are best at proposing.

So if you company really interested in business innovation, the leadership team’s support and involvement will be critical to the program’s success, and the process will be a lot faster, cheaper and better.


Justin Tsui
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Justin Tsui

20+ year award-winning designer, marketer and Innovation strategist from startups to multinational companies like P&G, Mary Kay, 7-Eleven, VTech, AT&T, Tide etc. Span across FMCG, Consumer Goods, Electronics, Retail, Digital Marketing & Innovation consultation industries. Designed products and brands that touch over 2 billion consumers across Greater China, Asia Pacific, United States and Europe with 1 billion+ units sold.
Justin Tsui
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