How much to invest in new ideas (70/20/10)

Lorraine Marchand, startup CEO, advisor to Johnson & Johnson, member of the Pharmaceutical Advisory Board at Columbia Business School, and faculty at Wharton, discusses how leaders can sustain growth through disciplined experimentation in an era shaped by AI and institutional risk aversion.

Marchand's perspective is grounded in a career that spans large corporations and entrepreneurial ventures. Early in life, she learned to treat problem solving as an experiment rather than a test of personal worth. That principle later informed her approach to innovation in complex organizations.

Several practical themes emerge from the discussion:

1. Reframe failure as structured learning.

Marchand's operating principle is "try, fail, learn." The key is to set explicit learning objectives before undertaking a new initiative. When leaders define what they intend to learn, not just what they intend to achieve, they reduce fear and increase resilience. This mindset is particularly critical in startups and new ventures, where there is no playbook and early missteps are inevitable.

2. Innovation requires protected investment.

Drawing on research and executive interviews, Marchand highlights the value of disciplined portfolio allocation. A 70/20/10 model—70% core business, 20% adjacent opportunities, 10% new, exploratory ideas—creates room for experimentation without destabilizing the enterprise. The evidence she cites suggests that long-term growth frequently emerges from ideas that initially seemed peripheral.

3. Culture often suppresses experimentation.

Organizations frequently default to "playing it safe." Marchand argues that leaders must explicitly create space for candor and reflection. Her practice of "Fail Free Friday", a structured forum to discuss what is not working without defensiveness, illustrates how small rituals can normalize learning and surface risk before it compounds.

4. AI should assist thinking, not replace it.

Marchand observes both curiosity and fatigue around AI. Students and executives alike risk over-reliance, which can erode depth of analysis. Her discipline is simple: think independently first, then use AI as a research assistant to refine or challenge one's reasoning. Senior leaders remain relevant not by competing with automation, but by asking the right questions, an ability rooted in experience and judgment.

5. Integration of technology requires business judgment.

Technology cannot be bolted onto processes indiscriminately. Leaders must understand workflows deeply enough to decide where automation adds value, where human ingenuity remains essential, and where both are required. This integration demands clarity about the business, not just familiarity with the tool.

6. The "who" and the "how" matter more than the "what."

Late-career reflection led Marchand to conclude that outcomes achieved at the expense of people erode long-term value. Values alignment, integrity, and disciplined focus, often expressed through the willingness to say no, are strategic decisions, not personal preferences.

For senior professionals, the message is direct: sustained growth depends less on bold rhetoric and more on creating disciplined environments where experimentation is safe, technology is used thoughtfully, and people are encouraged to think independently. The capacity to ask better questions, protect time for reflection, and allocate resources to uncertain but promising ideas remains a defining leadership advantage.

Lorraine H. Marchand, an acclaimed author and innovator, is author of the new book NO FEAR, NO FAILURE and a leading consultant and educator on innovation with deep expertise in new product development. She has cofounded multiple start-ups, held senior roles at global companies including Bristol-Myers Squibb, Covance/LabCorp, and IBM, and advises top organizations while teaching at the Wharton School and Yeshiva University.

Get Lorraine's book, No Fear, No Failure, here: https://tinyurl.com/eksdu9ks

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