12. People don’t really want innovation People talk about innovation a whole lot, but what they are usually looking for is cheap wins and novelty. If you truly

12. People don’t really want innovation People talk about innovation a whole lot, but what they are usually looking for is cheap wins and novelty. If you truly innovate, and change the way that people have to do things, expect mostly negative feedback. If you believe in what you’re doing, and know it will really improve things, then brace yourself for a long battle. Ain’t that the truth. I’ve come up against this my entire career.