Winning isn’t about staying ahead—it’s about staying hungry.
At my company, we created Slither, a fictional competitor, to prevent ourselves from getting too comfortable.
This practice helped us focus on proactive improvements instead of reactive fixes.
By asking, “What would Slither do to outperform us?” we unlocked creative solutions and kept complacency at bay.
Success comes from deliberate habits, and one of the most critical is refusing to coast. Build systems that challenge you to think bigger, innovate continuously, and always play offense—even when you’re winning.
Innoplasticity is key to preventing disruption.
We’ve been sold a myth: that creativity is an innate gift, reserved for a lucky few. But science tells a different story.
The discovery of neuroplasticity shows that our brains are dynamic—they adapt, evolve, and grow based on experience and training.
This means that creativity isn’t fixed—it’s expandable. Think of it as innoplasticity: the ability to grow your creative potential by practicing, experimenting, and embracing new challenges.
Just as you can strengthen your muscles through exercise, you can strengthen your creativity by stretching beyond your comfort zone.
Innovation isn’t a privilege; it’s a skill anyone can build. And with deliberate effort, you can unlock possibilities that once felt out of reach.
Getting the wind back in their sails.
Ørsted’s (formerly known as Danish Oil and Natural Gas) transformation from a fossil fuel giant to a renewable energy leader is the ultimate proof that innovation isn’t optional—it’s survival.
In the early 2000s, they were on the brink, weighed down by financial strain, environmental backlash, and shifting regulations.
Instead of clinging to the past, Ørsted made a bold pivot to offshore wind power, selling off its oil and gas assets and doubling down on renewables.
The result? They turned disruption into opportunity, becoming a global leader in sustainability and profitability.
With little innovation since the early 2020s (at their peak), they are beginning to slip again. Their story is a wake-up call: never get too comfortable, or disruption will find you.
Try a different lens.
Innovation isn’t about working harder; it’s about seeing things differently.
The Different Lens technique is a simple yet transformative strategy: stop looking at your challenge as you and instead imagine how someone wildly different would tackle it.
How would a funeral director or an ethical hacker approach your problem? What about a six-year-old, a chemist, or an industrial designer?
By stretching beyond your own perspective, you give your imagination the freedom to roam—and that’s where breakthroughs happen.
Creativity isn’t about having all the answers; it’s about learning to ask better questions from fresh perspectives.
To your creative success…
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About Josh
Josh Linkner is a New York Times bestselling author, serial entrepreneur, venture capital investor, professional jazz guitarist, and a globally recognized innovation expert. To learn more or to explore a collaboration, visit JoshLinkner.com
