How should COVID-19 change the way we innovate?

1. Investing in innovation talent. The leadership team signals its commitment to innovation with high-profile investments of resources and time.

2. Adopting an outside-in approach to innovation that starts by scouring widely for trends and searching for deep insights into customers’ emerging needs.

3. Encouraging prudent risk-taking. Innovative organizations foster a tolerance for risk-taking by endorsing fast-to-fail experiments and learning from their innovation disappointments.