Innovative organizations cannot view dead ends, starts be innovative, and employees more than anyone have to be aware of and failures as reasons not to this. Being innovativ involves a heightened risk propensity because it is inevitable that there will be false starts and failed attempts. Value management addresses the tradeoff of over-investing under-committing The very essence of innovation is to get employees to think creatively become adventurous, and to take managed risks. Thus, organizations with this DNA pursue riskier opportunities than other organizations are comfortable with