Written by: Vickie Sullivan  |  July 30, 2026

Not Every New Idea Is Worth Chasing

Do you ever feel like you’re constantly behind the curve? Yeah, me too, especially with all the AI innovations out there. That’s why I’m sharing this Brand Innovators article about how Mastercard handles shiny new objects.

The executives interviewed make a great point: A strong innovation strategy moves beyond asking what’s next and focuses on what really works. As one executive put it, “We don’t do things just to be cool or to say we’re doing them. … We do it on our terms. It has to fit authentically with our brand and what we’re trying to do.”

The key to a successful innovation strategy is having the right criteria. Do we really have the best way to decide which innovations deserve our investment? And are those standards still reasonable given today’s market conditions?

Too many of us rely on our “instinct,” as in, “I can just tell if it’s working.” No, you can’t. Fear of missing out leads to some strange rationalizations, which become Jedi mind tricks that keep us hanging onto bad ideas. The sunk cost theory is real.

Novelty is seductive. It’s time to recognize that distraction is expensive and make relevance the deciding factor in where you invest your precious time, energy, and resources.

Now Read This:

• Why Your Outside Help Didn’t Work Out: Common Mistakes Explained
• Expand Your Influence. With Less Risk

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