The Innovation Mirage: Why Many Companies Are Adrift

A few years back, I ran a revealing experiment. As executives sail their companies into the future, most industry surveys find that innovation is one of the strongest winds for ensuring future success.

But how serious are they?

One of the most admired innovators is Apple. My colleague, Kamran Loghman, was spearheading research there on creativity and innovation. So, what if we gave CEOs direct access to the cutting-edge brain science Apple was using? It would surely be an irresistible offer. This was clearly a no-brainer—how could any CEO afford to miss such an opportunity?

We reached out to a targeted list of 400 CEOs across the Maryland/DC/Virginia region, inviting them to an exclusive workshop on Apple’s research. The opportunity was clear: learn firsthand how to ignite breakthrough innovation in your company.

The response?

Silence. Every CEO failed to respond to the invitation.

. . . .Wait. That’s wrong. One did respond. He asked us to remove him from the mailing list.

This unexpected silence poses a provocative question: Why was there zero interest? A few possibilities:

1. Administrative Error: Their assistants neglected to forward the invitation. Possible, but unlikely for such a compelling offer.
2. Skepticism: Perhaps the offer seemed "too good to be true" or suspiciously gimmicky. Doubtful, as we provided transparent, easily verifiable credentials.
3. The Innovation Mirage: Executives publicly tout innovation and set sail toward that horizon— but the illusion that operational demands are more pressing always steers them off course.

If number 3 rings true, we just exposed an uncomfortable reality: Many executives drift off-course due to the mirage of short-term, operational urgencies. They remain adrift until the next survey prompts a brief moment of strategic reflection.

Is this you?

Ask yourself honestly:
• Are you being sucked into operations too much?
• How much time are you really being an executive, versus getting dragged down into operational issues?
• Are you so busy below deck polishing cannons that no one's on the upper deck commanding the ship?

Do these answers surprise—or terrify—you?

Get back up on deck. Reclaim your rightful place on the bridge. Your company’s future depends on it. Without decisive leadership on innovation, your company risks drifting endlessly, caught in the currents of operational distractions.