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Why Most Innovation Fails to Create Value | Bruno Pešec on Ideas, Systems & Execution
Description
Innovation gets talked about everywhere — in strategy decks, mission statements, and future plans.
But there is a gap between talking about innovation and actually creating something that works.
In this episode of Thought Atlas, we sit down with Bruno Pešec to explore what innovation really means, why so many ideas never become results, and how organizations can turn uncertainty into measurable value. Bruno breaks down innovation as something new that creates value for both the customer and the innovator, and shares lessons from his work with large companies, Toyota-style thinking, and his own approach shaped by martial arts, discipline, and curiosity.
We talk about:
Why so many innovation efforts fail
What actually makes an idea valuable
How organizations confuse ideas with outcomes
Why customer understanding matters so much
How curiosity and experimentation move innovation forward
CONNECT & EXPLORE
Join Podmatch: www.joinpodmatch.com/thoughtatlas
Learn more about Bruno Pešec: www.pesec.no
TIMESTAMPS
00:00 Intro
01:21 What innovation really means
03:58 Why companies fail to profit from innovation
05:26 Why innovation is risky
07:18 Innovation as a human activity
15:23 Toyota and value creation
18:13 Understanding real customer needs
28:27 Turning ideas into money
33:56 The value-first approach
38:17 Asking “stupid” questions
50:14 Learning faster instead of perfecting experiments
55:04 Outro