Innovation gaffes: How rocket turtle was communication bust

Changing culture within an established organization is a huge challenge. And there’s always the impulse to make it fun, or to create an icon or image that represents something aspirational. But communicating the wrong thing can spark an employee backlash.

By Scott Kirsner · May 22, 2014 · 1 min read

A few years ago, the innovation team at a Fortune 50 pharmaceutical company decided to send some of its 100,000-plus employees an item they could display in their office. It was a turtle with a rocket strapped to its back. A senior scientist who worked at the company at the…

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