Incremental innovation remains a critical component for organisations. However, when an organisation only rewards incremental endeavours (recognition, remuneration and promotion), why would anybody want to risk their career with transformational effort? Give the customer a 12-blade razor, a chai-latte-flavoured soda or a 6G Origami phone. By all means, be a fast-moving caterpillar-cake copycat, but invest some of the profits from the incremental present into the transformational future. Don’t use the future to fuel your present.