There is no question innovation is fundamental to organizational success. Unfortunately, it is also rare. After all of the effort, time and money spent trying to create innovation in our organizations, creativity remains remarkably elusive. It’s a mystery why organizations don’t embrace new ideas and better methods.
One key to overcoming resistance to innovation and change comes from our increased understanding of a brain region known as the dorsal anterior cingulate cortex (DACC).
The DACC is associated with physical pain and its related emotions. In the January issue of Scientific American, Kipling D. Williams reported that our desire to be accepted, included and to fit in is as strong as our need for food, water and air. He expressly described it as a need rather than a preference or desire.