Innovation: Using Externally-Oriented Or ?X? Teams Can Prove A Winning Strategy

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Good teams can often fail when it comes to innovation. The reason such teams fail is not because of a lack of talent or they can't work together, but because they don't take into account external stakeholders and conditions. "Good teams often fail because they don't work consistently and effectively outside their own boundaries," Bresman says. The authors argue that this is why externally-focused or so-called 'X-teams' are needed. According to Bresman, X-teams "balance their internal activity with an equal commitment to external activity".