If we find something that works, we repeat it.

And repeat it.

And repeat it.

When Radiohead had their first big hit album, the easy thing to do was to do more of the same.

Their next album was unrecognisable from the previous one.

They didn’t want to be the biggest band in the world.

They wanted to be the most influential.

Therefore, they couldn’t settle.

They couldn’t play to what the audience wanted to hear.

They ripped up the hymn sheet.

And started afresh.

That relentless quest for a new way takes a particular kind of mindset.

It means saying goodbye to what you know works.

We crave certainty.

But innovation needs uncertainty.

Never settle.