Fail faster, fail harder. We all know how important a culture of experimentation is to business now. And how difficult it is to be certain of anything in a rapidly changing environment where the old rules no longer apply. And how important less tangible assets, like intuition, become when you're trying things for the first time and the variables are such that it is impossible to know with accuracy how that will turn out.
I'd been thinking about this as being a form of 'looseness', but I now have a better way of framing this thanks to a conversation I had yesterday. True innovation can be uncomfortable. Challenging norms can be tough. Unpredictability can be difficult to live with. But the unpredictable can bring the transformational. And the exceptional is increasingly the only game in town. We have to get more used to the chaos that the exceptional brings.