Why business as usual stays within the boundaries …

The boundaries in the innovation landscape separate the known from the unknown, they divide the landscape into quadrants of different levels of certainty. Unlike the research quadrant and the disruptive quadrant, the first quadrant (business as usual) is framed by known problems and known ideas. With rules and tools defined and available, this is the realm of comforting certainty, of predictable circumstances.

Pushing the boundaries – Prologue

There are two distinct boundaries in the innovation landscape. One boundary separates the known ideas from novel ideas. The other boundary divides the landscape into the areas of known problems on one side and unknown or unacknowledged problems on the other. Both are boundaries between the unknown and the unknown, hence these boundaries will be pushed forward everytime of novel idea is developed or a new problem is encountered.