We live under the tyranny of the \u201cnew.\u201d In today’s corporate world, not being labeled as \u201cinnovative\u201d is almost a death sentence for a company’s reputation. For Jacko (2020), the word innovation and its derivatives (innovative, innovator, etc.) carry a strong positive connotation, suggesting that what is associated with them is \u201cvaluable, useful, and worthy of implementation and investment.\u201d Because of this immense pressure, managers in all areas seek to fill their agendas with hackathons, scatter colorful post-its on glass walls, and include terms such as \u201cdisruption\u201d in their Mission, Vision, and Value<\/p>\n\n\n\n
This article discusses how much real value this movement generates, and to that end, I bring up some authors and concepts that address the inconsistency between discourse and practice regarding innovation in business, in the same way that greenwashing was once discussed, for example. <\/p>\n\n\n\n
Recent research has brought to light the concept of \u201cInnovation Theater.\u201d Described by authors such as Monaco (2018) and Wang (2022), this phenomenon occurs when organizations adopt the aesthetics and vocabulary of innovation to satisfy institutional expectations, but keep their internal structures and processes unchanged. It is innovation only as a performative act to attract capital or attention.<\/p>\n\n\n\n
The danger for managers is not only the waste of resources, but also falling into the trap of \u201cpseudo-innovation,\u201d a concept explored by Jacko (2020). Pseudo-innovation occurs when a company celebrates initiatives that appear to be novel but fail to deliver effectiveness, efficiency, or real value. According to Jacko (2020), this creates a culture where governance is designed for appearance, generating a dangerous disconnect between official discourse and everyday practice.<\/p>\n\n\n\n
Based on articles on the subject, I offer practical recommendations for innovation to leave the stage and materialize:<\/p>\n\n\n\n
Genuine innovation requires consistency between discourse and practice. The invitation from these authors \u2014 Monaco (2018), Jacko (2024), and Wang (2022) \u2014 is the same: let’s turn off the spotlight, step off the stage, and focus on solving real problems.<\/p>\n\n\n\n