The Farce of Innovation — When the Hype Outruns Reality

In the business world, innovation has become the magic word everyone wants to use. Companies across industries spend millions on events, roadshows, and marketing campaigns to position themselves as leaders of change. But when you scratch the surface, there’s often nothing underneath.

Executives love to talk about digital transformation, artificial intelligence, and disruption, yet their companies still operate with outdated structures and processes. They present themselves as visionaries at conferences and launch innovation labs that rarely deliver tangible results. In the end, these initiatives serve more as corporate branding than actual progress.

A clear symptom of this fake innovation is the endless stream of flashy presentations with no real projects in motion. Entire teams spend their time crafting slides filled with futuristic promises, but when asked about concrete products or services, the answers are vague or full of excuses, lack of investment, development timelines, shifting strategies.

Instead of selling empty promises about a future that may never come, companies should focus on showcasing the real improvements they’ve made to their current products and services. Customers and investors gain far more value from knowing how a company has optimized its core business and delivered real impact than from hearing about hypothetical projects that never benefit anyone. Announcing tangible progress instead of empty speculation not only strengthens a company’s credibility but also proves a genuine commitment to real innovation.

To distinguish true innovation from superficial hype, ask a few key questions:

• Are there actual products or services that have changed the way the industry operates?
• Does the company invest in talent and technology, or just in marketing and PR?
• Can you see measurable results beyond press releases and event announcements?

Truly innovative companies don’t need to shout it from the rooftops. Their progress speaks for itself.

Innovation isn’t measured by the number of inspiring speeches or the money spent on conferences. It’s measured by real impact, concrete change, and visible improvements. It’s time for investors and consumers alike to demand less storytelling and more results.

Francisco Cobos

🐢 “Poc a Poc” (Little by Little)