From Small Risks to Big Wins: A Practical Guide to Leading Innovation

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Innovation doesn’t start with grand gestures or massive risks—it begins with small, controlled experiments. As a venture builder, I’ve seen how leaders can de-risk entrepreneurship, test assumptions, and scale impactful solutions by taking a methodical, iterative approach to innovation. Whether you’re addressing global challenges or entering untapped markets, the path to success lies in balancing curiosity with discipline and creativity with strategy.

Here’s what I’ve learned about navigating the complexities of innovation and how senior leaders can apply these lessons to build scalable, impactful businesses.

1. Start with the Right Problem

The foundation of innovation is problem selection. Too often, leaders jump into solutions without fully understanding the issue they’re trying to solve. Effective innovation begins with a deep dive into the problem space: Who is impacted? What solutions exist? Why haven’t they worked? By taking the time to explore these questions, you can identify unmet needs and opportunities for differentiation.

For example, I’ve worked extensively in construction and healthcare—two industries with significant, unresolved challenges. In construction, the lack of new talent entering the workforce creates a pressing need for innovation in workforce development and education. Similarly, in healthcare, rising costs demand technology-driven solutions that optimize efficiency and improve outcomes.

For leaders, the key is curiosity. Ask better questions, explore diverse perspectives, and focus on problems worth solving.

2. Balance Profit with Purpose

Innovation that doesn’t deliver impact is just noise. As leaders, we must strike a balance between profitability and purpose, ensuring that our solutions drive meaningful change while meeting business goals.

When designing solutions, I work closely with investors to understand their needs while aligning with larger societal challenges. For example, in affordable housing, I’ve explored models that integrate fixed-income annuities with upskilling programs for residents. This approach not only meets investors’ financial expectations but also addresses critical social needs like job creation and education.

Leaders should view innovation as a chance to align personal purpose with business objectives. When your work creates value for both stakeholders and society, the results are transformative.

3. Take Small, Controlled Risks

Innovation requires experimentation, but not recklessness. One of the most effective strategies for de-risking entrepreneurship is to take small, controlled risks that allow you to test assumptions without overcommitting resources.

For example, before launching a product, I conduct one-on-one discussions with hundreds of potential customers to validate its concept. This not only reduces the risk of failure but also provides critical insights that shape the final solution. Similarly, I advocate for limited, targeted marketing campaigns to test messaging and refine strategies before scaling.

For leaders, the lesson is clear: Start small, expect failure, and use it as a learning opportunity. Each iteration brings you closer to a solution that works.

4. Iterate, Then Scale

Great ideas rarely emerge fully formed. The best innovations are the result of constant iteration and refinement. In software development, this means building a proof of concept (POC), then a minimum viable product (MVP), and finally a fully realized solution.

For senior leaders, scaling should only begin once you’ve validated your solution. By testing with small audiences, gathering data, and refining based on feedback, you can build a foundation for sustainable growth. When it’s time to scale, focus your resources on the strategies and products that have been proven to work.

5. Foster a Culture of Creativity and Empathy

Innovation doesn’t happen in a vacuum—it thrives in environments where curiosity and collaboration are encouraged. As leaders, we must create spaces where teams feel safe to experiment, share ideas, and challenge assumptions.

This requires empathy—not just for your team but also for your customers and stakeholders. Understand their pain points, listen actively, and design solutions that meet their needs. When teams and customers see that their voices are valued, they become your greatest allies in the innovation process.

6. Build for the Long Game

Innovation isn’t just about short-term wins—it’s about building systems and solutions that create long-term value. This requires aligning your efforts with a broader vision and sequencing your initiatives to build momentum.

In my work, I’ve found that starting with smaller, profitable ventures creates a foundation that enables larger, more complex projects. By prioritizing scalable solutions and reinvesting in growth, you can create a portfolio of innovations that drive sustained impact.

Final Thoughts: Innovate with Intention

Innovation isn’t about chasing trends—it’s about solving meaningful problems with intention and discipline. For senior leaders, this means staying curious, taking calculated risks, and empowering your teams to think boldly while staying grounded in purpose.

The path to innovation is rarely linear, but it’s always rewarding. By starting small, iterating frequently, and aligning impact with profitability, leaders can create solutions that transform industries—and the world.

To connect or collaborate, reach out to me on LinkedIn at linkedin.com/in/bradmesser or email me at [email protected].

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Brad Messer is a venture builder, acquisition entrepreneur, and technology strategist dedicated to tackling some of the world’s most pressing problems. Brad’s expertise lies in creating new markets, fostering innovation, and leveraging strategic investments to build impactful businesses. With a focus on AI startups and ventures with the potential for global impact, Brad is on a mission to help entrepreneurs turn their ideas into scalable, world-changing solutions.

Through his extensive network and proven frameworks, Brad has developed a unique approach to de-risking entrepreneurship while enabling startups to attract investment, establish credibility, and differentiate themselves in competitive markets.