Innovation Theater: The Branded Hoodie & The Dying Idea
The sticky residue of cheap pizza still clung to my fingertips, a phantom reminder of the 18 hours I’d spent hunched over a laptop, fueled by ambition and questionable energy drinks. Around me, the buzz of collaboration had faded, replaced by the hushed whispers of exhausted engineers and designers packing up. We’d done it. We’d built something genuinely new, something that tackled a persistent customer pain point our sales team had reported 48 times that quarter alone. Our prototype, raw and unpolished, had nevertheless shone bright during the final demo, a beacon of potential in a sea of corporate platitudes. We even won. The prize? A rather ill-fitting branded hoodie, size XL, even though I clearly wear a medium. And the project itself? A week later, it was a ghost, haunting the shared drive, never spoken of again.
Hackathon/Innovation Challenge
Launched/Integrated
This wasn’t an isolated incident. This was the pattern, repeating itself with a predictable, almost cruel cadence, across 28 internal innovation challenges I’ve witnessed. My company, like so many others, loves to *talk* about innovation. We have “idea portals,” “innovation labs,” “design sprints,” and, of course, the ubiquitous “hackathon.” These aren’t genuine conduits for change, I’ve come to realize. They’re meticulously choreographed acts of corporate cosplay, a cheap way for leadership to feel innovative without ever having to risk changing anything fundamental about the business. It’s innovation theater, and the tickets
