Innovation and Imitation in Business

Gerard: I think innovation and imitation are extremely interconnected. We're really doing, when we're saying we're being innovative, is we're allowing ourselves to the ideas that appear innovative in the time which are actually extremely derivative. And so this applies to a lot of the work that I'm doing right now. I try to be as less innovative as possible. All I'm trying to do is to understand what has been done before, why it has worked, and whether we should keep it, and only if absolutely necessary, do something new. That's my philosophy. I really don't like innovation.

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