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In fact I'd say you have it the wrong way around. What's the worst that can happen if an internal innovation doesn't take off? Get re-assigned to a "boring" job? Quit in disgust?
However, launch a new product or business into the consumer space? You may be putting everything on the line, and everyone associated will feel some very real pain if you fail.
But that's a digression. I think the real point is to make a disctinction between simply "idea people" and (usually) groups that are recognised "innovators". Innovators by definition have the special skills/influence/connections to "get things done". If they didn't, it wouldn't be "innovation".
When I read Malcolm Gladwell's The Tipping Point I was immediately drawn to contextualise the message in terms of driving change in at work. Definitely worth a read from that perspective, particularly some of the ideas on how major change usually rests on three distinct roles: the maven (person with the ideas/expertise); a connector (with the relationships/networks); and the salesman (the influencer/closer/dealmaker).
John - Yep. That's a good perspective. Challenges to ideas to help ideas become better and organizations separate the signal from the noise. I guess it could be seen as a survival mechanism. A friend of mine talks about the "anti-change antibodies". They roam the virtual halls and destroy new ideas. The corporate immune system.
Good comments, thanks!