DREW BOYD / JACOB GOLDENBERG多数首席执行长(CEO)听到"创新"这个词时都会翻白眼，它让人想起这样的场景：员工们浪费数小时、甚至 数日的时间坐在豆袋椅上一边扔着飞镖，一边反复寻思着他们已经考虑过的想法。"头脑风暴"已然成了无聊和挫折的代名词。
DREW BOYD / JACOB GOLDENBERG
在过去十年里，我们在世界不同地方和每一个主要行业都问过高级主管们有关创新的两个关键问题。第一个问题："以一到十评分，创新对你公司成功的重要性有多大？"第二个问题："以一到十评分，你对你公司的创新水平满意度度如何？"
When most CEOs hear the word 'innovation,' they roll their eyes. It conjures up images of employees wasting hours, even days, sitting in beanbag chairs, tossing Frisbees and regurgitating ideas they had already considered. 'Brainstorming' has become a byword for tedium and frustration.
不出所料，他们对创新的重要性评分非常高：通常是九或者十分。创新是第一增长源，没有人对此有异议。然而无一例外的是，多数高级主管给他们对创新的满意度评分很低──不到五分。
Over the past decade, we have asked senior executives, on every continent and in every major industry, two key questions about innovation. The first: 'On a scale of one to 10, how important is innovation to the success of your firm?' The second: 'On a scale of one to 10, how satisfied are you with the level of innovation in your firm?'
企业领导何以把创新看得如此重要却又对自己单位的表现如此不满？因为他们真正想知道的是怎么办──你如何根据要求切实拿出新颍的创意并将新点子落到实处。
Not surprisingly, they rate the importance of innovation very high: usually a nine or 10. None disputes that innovation is the No. 1 source of growth. Without fail, however, most senior executives give a low rating
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