Why is it that so many start-ups strand and so much potential innovation gets shelved? What can be done to help start-ups and innovation managers turn a good idea into a reality and long-term success?

Strategy and creativity are essential for both innovation and entrepreneurship, but they are only a part of the recipe for success. The realisation or delivery, in other words the actual execution and implementation, can make the difference between a new idea or pioneering invention becoming a commercial success – or not. Yet it is often the actual execution of an innovation that is seen as problematic. Putting the plan into action is often tougher than the theory suggested. Which is why a defensive approach is often applied that seeks to minimise possible mistakes. Yet in addition to reducing risk, it is for innovation just as important to increase opportunities and as a result create added value for the user.