What Went Wrong?
This pathology occurs when an organization is too afraid of failure or lacks knowledge to even start innovating.
Never Get Started
This type of uncertainty refers to not knowing if customers will accept a new product
Adoption uncertainty
This company, known for pioneering electric vehicles, spends most of its resources improving established products rather than launching entirely new ones
Green zone 'Tesla'
This company is often criticized for its one-for-one model, which some argue doesn’t create sustainable economic opportunities in the communities it serves.
Toms
This tech giant’s wearable device flopped due to concerns over privacy and a lack of clear use cases.
Google Glass
This pathology happens when leaders push too many ideas without evaluating their effectiveness, leading to chaos
Too many bad ideas
This describes the process of expanding an existing successful product or service to reach more people
Scaling
This global retailer focuses its innovation efforts on perfecting supply chain logistics and efficiency
Green zone 'Amazon'
This major coffee chain has been criticized for not paying its fair share of taxes, despite promoting ethical sourcing and fair trade practices.
Starbucks
This company’s motorized two-wheel vehicle was supposed to revolutionize personal transportation, but never gained mass adoption
Segway
This occurs when organizations quit early on innovation efforts because of overworked leaders and a lack of resources.
Stop too early
This refers to launching something completely new with little prior knowledge or experience
Innovation
This company ventured into a completely new area by launching a streaming service, despite little internal expertise, an example of which zone
Red zone 'Amazon'
This outdoor gear company has been praised for its environmental initiatives but criticized for the high cost of its products, making them inaccessible to many.
Patagonia
This retail giant tried to innovate with a fire phone, but it failed spectacularly in 2014.
This pathology occurs when organizations are emotionally attached to ideas and continue them long after they should have stopped.
Stop too late
The understanding of the specific needs or problems of the people you are trying to help
Problem space knowledge
When this company moved from selling books to becoming a cloud computing giant, it entered this zone
Red zone 'Apple TV' or 'Disney+'
Despite its charitable initiatives, this major shoe brand has faced backlash over its environmental footprint and labor practices in manufacturing
Nike
This gaming company’s Virtual Boy console flopped due to poor 3D visuals and lack of engaging games
Nintendo
This pathology happens when an organization introduces a new innovation before the previous one has fully scaled
Innovate again too soon
This refers to unintended negative consequences that can arise when implementing a new innovation
Unintended consequences
This global beverage company sticks to small product innovations, refining their core sodas, keeping them in this zone
Green zone 'Coca-Cola'
This famous eyewear company, known for its buy-a-pair, give-a-pair model, has been criticized for not addressing the root causes of vision care inequality in developing countries
Warby Parker
This car manufacturer failed with the Edsel in the 1950s, due to poor marketing and unclear consumer demand.
Ford