How many of us have heard of that great idea left on the table due to competing priorities? Or the idea that someone said they had tried years ago, but never actually had? What starts to happen is a collective memory of past projects and even more reasons why ideas should be killed.
In short, most of us are hard-wired to the status quo and to think the same way as we always have. We need to short circuit this to innovate.
To overpower the fables of the past, we need to create new stories and create new emotions. For all of us, the brain is an artefact of the past; past experiences, events, and feelings. A mind is a recording machine that continually lays down tracks of past experiences, events, and choices that we've made or others have made.
Most of our thinking is redundant thinking based on past products, past services, past needs, past challenges, past failures, past successes, and past pressures.
The more emotionally charged a past experience or event is, the stronger the memory becomes, be that a good or bad experience. In turn, these memories affect our thoughts and feelings, which then create attitudes, beliefs, and perceptions. These, in turn, lead to the behaviours and choices that we make every day.
In essence, we feel the way we think, and we think the way we feel. We have a thought about innovation, and we create a biochemical reaction in the brain. The brain then releases chemical signals that are transmitted to the body. The innovative thoughts that produced the chemicals allow your body then to feel according to the thought. In this instance, the thinking creates the feeling.