Nine Principles of Evolutionary Innovation. By Charles Leadbeater. Not surprisingly, many established companies, used to a slower pace of change, regard the search for innovation as highly unsettling. Executives usually claim they want their lumbering, inward looking organisations to become fleet footed, imaginative and entrepreneurial; they just do not know how to make it happen. And just to complicate matters further, often they have little incentive to change, because invariably their companies are built around profitable product lines.