INNOVATION& by Yetvart Artinyan | Substack

Why Professional Football Understands Strategy Better Than Most Companies

And why OKRs often fail exactly where league tables don’t

Mar 11 • Yetvart Artinyan

The Illusion of “Done”: Why Venture Teams Fail When They Think in Parts Instead of Systems

Leaders know how established companies work.

Mar 9 • Yetvart Artinyan

When Corporate Innovation Teams Turn Into Agencies, the Company Has Already Made Its Decision

Across the companies I know, a strange pattern is emerging.

Mar 4 • Yetvart Artinyan

The Job LinkedIn Was Hired To Do - A JTBD Perspective

We live in an age where every platform is a stage for behavioral engineering.

Mar 2 • Yetvart Artinyan

When (AI)lectricity Disappeared

There was a time when electricity was the headline.

Feb 25 • Yetvart Artinyan

Most Popular

Horizontal Disruption: When Innovation Shifts Not Just Markets, but Values Between Entire Industries

Oct 30, 2025 • Yetvart Artinyan

Flipping the Fundraising Script: Who Really Sets the Pace?

Jul 15, 2025 • Yetvart Artinyan

🧭 Not all leaders are built for all seasons. Find your sweet spot—and lead where you bring the most value

Jun 9, 2025 • Yetvart Artinyan

How Jobs to Be Done Evolve in Education: Adjacent, Bundled, and Future Jobs

Oct 21, 2025 • Yetvart Artinyan

Recent posts

Innovation Is Never About the Numbers

Innovation loves numbers.

Feb 23 • Yetvart Artinyan

You’re Not Selling a Product. You’re Selling a Shift.

You can build the most feature-rich product in your category.

Feb 18 • Yetvart Artinyan

How to Find Willingness to Pay Without Burning Leads

“We’re launching an Enterprise tier.

Feb 16 • Yetvart Artinyan

The Great Decoupling: Why Value Will Live in Places Your Org Is Not Looking

The pandemic was a shock, but it also exposed something deeper: most companies misunderstand where their value actually lives.

Feb 11 • Yetvart Artinyan

The Identity Trap: Why Transformation Fails — and How to Break Free

You’ve seen it before: your organization launches a major transformation.

Feb 9 • Yetvart Artinyan

How Jobs to Be Done Evolve Through Social Meaning and Identity

When people hire products or services, they rarely do it just for the functional outcome.

Feb 4 • Yetvart Artinyan

INNOVATION& by Yetvart Artinyan

INNOVATION& by Yetvart Artinyan

Blog about corporate and startup innovation, how to turn assumptions into testable bets and decide what to fund, test, or stop

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