Many innovators want to express the uniqueness of their pioneering breakthroughs - a new organic product, a sustainability initiative, a green-building retrofit. But these new, exciting ideas are likely emphasizing benefits that are not easily heard. "New" and "exciting" are two words that typically attract attention to gain new customers and market share, like your latest mobile device or electric car.
But CFOs, CEOs and Boards are skeptical of new and exciting; they like "old" and "boring"— like delivering on budget, on time and on the expectations of promises to Wall Street analysts and investors.