Unlike startups who are usually just starting out in business, large companies tend to have trading histories and reputations to protect. Part of this reputational equity is captured in the company’s brand. At the same time, innovation involves experimenting with ideas and building minimal viable products. This tension between running innovation experiments and protecting the brand is an expression of the innovation paradox. How well this tension is resolved will determine a company’s ability to innovate successfully. Below are eight ways innovators can test ideas without hurting their company’s brand.
