The Illusion of Innovation
Last Updated on 16 June 2025 at 18:30
Innovation is the buzzword that often captures the imagination of ambitious middle managers. However, there is a marked difference between those who claim innovation and those who truly embody it.
In the quest for innovation, managers often find themselves in the labyrinth of buzzwords.
It’s not uncommon to see them align themselves with the latest buzzword of the season, which might be dominating media conversations. These managers will go to great lengths to project an image of being at the forefront of innovation. They’ll avidly consume and disseminate articles on the topic, attend conferences, and even start working groups or projects centred around the buzzword.
But this is where the distinction between elite and expert begins to blur.
The pursuit of innovation becomes more about association with the buzzword rather than a genuine understanding or mastery of the subject. The focus shifts from the substance of innovation to the superficiality of being seen as an innovator.
A common strategy employed by these managers is to create a demo or project that is tangentially related to the buzzword.
Why invest in deep research and innovation when a high-visibility project, loosely tied to the current buzzword, can be launched ?
Such “pet projects” often promise transformation but are typically shallow in their approach. They are designed to grab attention and project an image of progress. However, the actual foundation of these projects, if scrutinized, often rests on tried-and-true methodologies. It’s a classic case of old wine in a new bottle, repackaged with the buzzword of the day.
Further, there is a tendency to seek validation by associating with renowned individuals in the field. Indeed, in today’s interconnected business landscape, who you’re associated with can sometimes overshadow what you bring to the table.
Managers aiming to bolster their buzzword-driven projects often seek endorsements or affiliations from recognized names in the industry. However, these names, though well-known, might not be the stalwarts of genuine innovation but merely individuals skilled in maintaining a high-profile visibility. This approach creates an illusion of expertise where there might be none.
The business world is rife with echo chambers, where similar voices echo similar thoughts, amplifying a narrow perspective. Elites, in their bid to stay relevant, often become part of this chamber. Their discussions, strategies, and decisions become driven by what’s trending rather than what’s genuinely innovative or beneficial in the long run. This constant need for validation from their peers can sometimes sideline genuine progress in favour of fleeting trends.
However, this pursuit of innovation is often short-lived.
Change is the only constant, and this is especially true for buzzwords.
As new trends emerge, old buzzwords fade, and with them, the projects and strategies associated. Managers, in their bid to stay relevant, quickly pivot to the new buzzword, leaving behind projects that might have had genuine potential. This cyclical pattern often leads to missed opportunities and a waste of resources.
Contrast this with the true innovators who have dedicated their careers to mastering their craft. These individuals often have decades of experience and have made significant contributions to their field. Their approach to innovation is not dictated by the latest buzzwords or trends. Instead, they use their deep knowledge and experience to envision and implement better practices.
However, these true innovators often find themselves at the mercy of the buzzword-chasing managerial elite. In order to gain approval and funding for their projects, they need to frame their ideas in the context of the latest buzzwords. Once their ideas gain traction, it is often the managerial elite who take credit for the success, portraying it as a result of their pursuit of the buzzword.
In my experience, the distinction between elite and expert in the realm of innovation is a critical business skill.
While buzzwords and trends will come and go, the essence of innovation lies in a deep understanding and mastery of the subject. It is time for businesses to recognize and value the contributions of true innovators rather than being swayed by superficial associations with buzzwords. This shift in perspective could be the key to unlocking true innovation and driving sustainable progress in the business world.
Elena Debbaut is a strategic execution expert to boards and executive teams. She leads and advises on complex transformations when governance barriers, internal politics, or structural fragmentation prevent organizations from executing critical decisions.
Specialities:
• governance-constrained transformation
• operational restructuring
• strategic recovery & execution