Three Hurdles to Sustainable Innovation

"Everyone agrees that sustainability is our defining innovation challenge, but why is it still so difficult to make it happen?" The above question was put to me by a mainstream innovation consultant, and former colleague, as we discussed the state of sustainability and innovation. Like many of us, he had experienced innovation projects where sustainability falls-off-the-radar, does not feature when it should, or where sustainable innovation budget is not forthcoming. It's one of the central dilemma’s of sustainable innovation: few disagree with it in principles, but why doesn’t it happening enough? Many barriers and obstacles exist in the operating conditions for sustainable innovation –the

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