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# The shortest path
- URL: https://www.pesec.no/the-shortest-path/
- Published: 2025-11-13T08:00:58.000Z
- Updated: 2025-11-13T08:00:59.000Z
- Description: Forget about the path of least resistance.
- Author: Bruno Pešec
- Tags: Innovation, Strategy, Discipline

When it comes to corporate innovation, identifying the shortest path towards value creation, for both customers and the organisation, is critical. Lack of attention is the corporate innovators' biggest internal threat. The longer it takes them to demonstrate value, the higher the odds of the initiative getting dropped, overlooked, or simply forgotten. Focus on understanding the customers' needs, and then find the quickest way to innovate in that direction.