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The Clash of Structure and Chaos

By: Marie Alice Dibon
Posted: February 27, 2009, from the March 2009 issue of GCI Magazine.

page 6 of 8

With all that movement, one thing is for sure: The process doesn’t seem too intensive. How can people be productive if they are constantly moving around?

6. Accept Waste and Failure

Innovation is a costly process. Along the way, a lot is produced, little is used. “To get one good idea, you need to go through a hundred of them. The company has to accept the extraordinary level of waste that comes with the innovative process,” explains Growth Resource’s CEO Lucas-Conwell.

The story is the same at Estée Lauder.

“We never say no to a new technology. We review absolutely everything that comes our way, and that is a lot,” says Maes.“Then, a maximum of 10% of all the ideas that we have or select are going to see the light.”