The nationally ranked Stanford Children’s, is one of the only hospitals exclusively dedicated to pediatric and obstetric care. But their award-winning standard of care wasn’t always a given. By taking a future focused approach, they reinvented the complex care delivery model, changing lives while shaping the future of healthcare.

Why is it so difficult to focus on the future? Or at the very least, avoid getting blindsided by it? For disrupted companies like Kodak or Blackberry, the problem was clearly not a lack of effort or ability to innovate. As it turns out the problem lies in how we’re all hard-wired to think.

How IBM, Hallmark, and Apple get innovation right—but not for the reasons you might think.

Business leaders must understand what their stakeholders’ behaviors will look like after the pandemic. Drawing on research into habit formation, technology adoption and behavioral economics, leaders can make reasonable predictions to unlock a new era of growth.

Especially in tough times, innovation matters. Just remember: It’s not about novelty.