How Adidas found its second win

When managers approach innovation they are usually obsessed by the future. What will consumers want? Where will technology lead? Yet this focus on trying to anticipate the future can blind managers to the importance of the past. Even as organizations look forward, there is meaning and inspiration to be found in looking backwards. Some organizations, such as adidas, LEGO, Carlsberg, Burberry and Apple have been through phases of ignoring their past, blurring their identity, and losing the focus of their innovation strategies. However, at some moment in time, they have also realized that they have a heritage, memories, and experiences that can be used to design the future, not through a slavish adherence to tradition, but as a way to think differently about innovation, strategy, products and processes. However, the key is not only reconnecting with the past, but knowing how to effectively use it to spur future innovation.