If you want to become an innovative, value-creating organization, there is only one way. It is not simple, and it has many risks – but also a great reward for those who succeed.

I often talk about it’s the details that lead to failure. I sometimes tell a fictitious story about when we have developed a new door sign for a customer:

Why is courage such an unusual trait? At least if you with courage mean to dare to go against what is expected, to break conventions and to risk something for your own sake to win something more significant.