The time for being adventurous is over. Time and money are being stockpiled rather than invested. However, those who keep putting off innovation until later inevitably lose out to the competition. And yet, companies need not and should not go all-in. For kraftwerk the formula for success is 80/20: 80% of the ongoing business supports 20% of the innovation.
This daily, ongoing business allows for testing new business models and products and implementing digitisation projects. Digital adventures and new ideas thus change from being an entrepreneurial gamble to providing a sense of achievement and success.