Incrementalisation (n) ~ a strategy seeking incremental gains delivered through increased efficiency and effectiveness − does not mean you will fail dramatically, but you are certain not to succeed massively either.
Being creatively conservative is not a formula for constructing a future world capable of developing solutions to sustain and improve the lives of the 9.6 billion people who will inhabit our blue planet by the middle of the 21st century.
Nor is seeking incremental gains a strategy for success in a world where unprecedented access to disruptive and mobile technology, the democratisation of information and the power of social media means that it has never been easier for anyone anywhere to do their big bit or small bit to change the world or at very least the world they influence. What this means is that any business fixated about the next quarter’s results, the next product launch or incremental cost savings initiative is vulnerable to being disrupted with unprecedented speed and impact.
If you are not on a quest to deliver meaningful benefits to the communities in your world that are most important (no this is not shareholders) your medium to long-term chances of survival are slim. Yes, you may still survive but you will not be at the top of the pack, and then your shareholders will sell anyway.