Safe bets

Everyone wants innovation — as long as someone else takes the first hit.

They’ll budget for it, brand around it, make it sound like virtue.

But the truth is simple: you can’t discover new ground and keep your boots clean.

Real innovation burns through comfort. It makes good people look foolish for a while. It leaves bruises, wastes money, and asks for faith when proof’s still miles away.

That’s why most don’t do it. They just polish what’s already been done and call it progress.

But there’s no courage in certainty. And nothing truly new was ever built by someone trying to keep their job.