This appears to be a counter intuitive statement, but when you think about it, the outcome, innovation is all about directing resources to where they will deliver the best outcome, seeing the opportunity, managing towards a common goal, enhancing the customer experience, and so on.

How do you learn to do all this stuff better if not by understanding the risks and rewards of particular courses of action, being prepared to try them without betting the farm, learn from the outcomes, then refocusing and trying again? In other words, managing the risks by gathering data, understanding the drivers of behavior from experience and knowledge rather than gut feel.

The risk management behavior here is not the bloke in the green eye-shade who naysays everything, stopping anything that has less than an entirely predictable outcome, rather it is a process of continuous improvement of understanding of where the edge of the current envelope lies, and pushing hard to move it along.