{
  "id": 15180583,
  "title": "There be monsters: what Odysseus can teach us about innovation when maps fail",
  "url": "https://urgent.news/2026/10/17/there-be-monsters-what-odysseus-can-teach-us-about-innovation-when",
  "topic": "finance",
  "section": "Finance & Markets",
  "published": "2026-10-17T10:30:00.000Z",
  "source": {
    "name": "Fortune",
    "slug": "fortune",
    "url": "https://fortune.com/2026/10/17/innovation-odysseus-creativizing-jeff-degraff-aspen-institute/"
  },
  "original_language": "en",
  "account": "Innovation leadership, as exemplified by Odysseus in Homer's epic, is an essential skill for leaders navigating the uncertain waters of the modern world. In a time of rapid change and ambiguity, traditional planning and strategic maps become unreliable, akin to the challenges faced by ancient seafarers. Christopher Nolan's recent film, in particular, evoked memories of a similar period when ambiguity reigned supreme, requiring leaders to adapt and find new solutions.\n\nChristopher, a young and technologically adept representative, was tasked with presenting at an Aspen Institute summit on \"Tomorrow's Corporation\" in the 1990s. The theme was the disruptive impact of the emerging internet and the disruption it would bring to the established commercial landscape. Drawing from his own experience, he coined the term \"creativizing,\" which emphasizes the practice of creativity as a generative action.\n\nThe story of Odysseus serves as a powerful analogy for modern leaders. He faced numerous challenges, such as the Cyclops, Polyphemus, and the allure of the Sirens, which could be compared to modern-day threats like the rapid emergence of AI, changing business models, and the allure of comfort and stability. To overcome these obstacles, leaders must adopt a mindset of creativizing, constantly questioning and challenging their existing assumptions and strategies.\n\nJust as Odysseus lashed himself to the mast to resist the Sirens' song and protect his crew, modern leaders must resist the temptation of certainty and certainty-seeking behavior. They must be willing to challenge their own biases and preconceptions, much like Odysseus kept his crew from being seduced by the nymph Calypso's offer of comfort and immortality.\n\nThe greatest danger among these monsters, however, is the one that appears innocuous, much like the dominant market positions or legacy businesses that can become complacent and resistant to change. Leaders must remain vigilant and adaptable, recognizing that change itself is a powerful disruptor, capable of upending even the most established organizations.\n\nIn conclusion, the journey to true innovation and leadership success is not a straight line but a dynamic, ever-evolving process of creativizing. By embracing change, questioning assumptions, and continuously seeking new ways of thinking, leaders can navigate the treacherous waters of the modern business landscape and guide their organizations to new horizons, just as Odysseus charted his path to Ithaca.",
  "summary": "Think of Odysseus as the archetype of the modern leader, driven off course by outrageous fortune and forced to adjust his plan as he went along.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}