Why do we measure growth when innovating?

Growth is one of the fundamental needs of humans. It is why companies put more resources into sustaining ideas rather than invest in radically new ones. It is also why governments trade investments in climate change or spending on dangerous diseases for economic activities that lead to immediate GDP growth.

Our obsession with growth is why even when working on small innovation initiatives in marketing or product, we tend to establish growth metrics. We then make premature conclusions and strangle opportunities for disruptive growth.

To test new ideas successfully, it is important to define the right innovation metrics so you don’t stifle good ideas in progress.