The Theater of Innovation: Why Companies Prioritize Appearances Over Innovation, by Jonathan H. Westover PhD

This article explores the phenomenon of "innovation theater," whereby companies prioritize the appearance of innovation over genuine creative investments. Despite executive rhetoric about disruption and new product development, many organizations fail to properly resource or incentivize true innovation, instead opting for visible but shallow initiatives that generate positive PR without challenging the status quo. The author examines how misaligned incentives, short-term thinking, and risk aversion collectively undermine authentic innovation efforts across industries from technology to pharmaceuticals, while proposing that companies can overcome these barriers by restructuring compensation toward long-term outcomes, empowering autonomous innovation teams, and fostering cultures that view failure as valuable learning rather than punishable error.