Richart Rumelt perfectly summarizes the tension between reality and the desire for organizational predictability.
"Now it's called insight, and insight is scary. It's scary because it's not guaranteed to happen. We want to innovate, but we're scared of insight. We want to be the first, but we'd like to pick our strategy out of a list of common strategies for being first. We want to beat the market, but we don't want to study enough to have an insight.”
https://www.lennyspodcast.com/good-strategy-bad-strategy-richard-rumelt/
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"It doesn't always come when we want it to. It can come while you're driving the car, it can come the next day. It can come in the shower."
Related: https://campuspress.yale.edu/yctl/mindfulness-of-the-mind/