Working "out of your comfort zone" is the euphemism; the organizational reality is "working through pain." Innovation hurts.
Every organization I've observed that's serious about being innovative is filled with people in genuine pain — not just stress or anxiety or deadline pressure, and certainly not discomfort. Pain. This can be the physical strain of consecutive all-nighters to test every meaningful configuration of a website before it goes live, to the emotional pain of subordinating your vision of the innovation to the vicissitudes of customer taste. Ideally, innovators go through pain so their customers and clients won't have to.
To read the full, original article click on this link: Confronting the Pain of Innovation - Michael Schrage - Harvard Business Review
