Innovation is essential for successful companies. Yet, most struggle to prioritize innovation because of risk aversion and the fear of failure.

As a leader, cultivating a culture of innovation requires that you develop resilience and a tolerance for risk.  In marketing, this could look like entering a new segment where you have no brand recognition; recommending a new campaign approach or undergoing a strategic re-brand even though current market awareness is strong. In all these examples, the fear of failure - of making the wrong call - is a real hurdle.

So how do leaders push through this hurdle? In this episode, our guests Tom Kuczmarski and Jake Sherman of Chicago Innovation, provide a proven blueprint to help. Tom and Jake are also authors of a new book titled “Risk-Free Innovation: 10 Ways to Manage Uncertainty” in which they provide a framework to help leaders confidently manage uncertainty in innovation.

To watch us on YouTube, go to The Marketing Share Podcast - YouTube.