In a world obsessed with the “next big thing,” why do so many organizations struggle to actually launch one? According to innovation expert Gijs van Wulfen, the founder of the FORTH Innovation Method, the problem isn’t a lack of ideas or even the competition outside.

“The enemy of innovation is not outside your organization,” van Wulfen says. “The enemy is inside.”

In a recent episode of The Business Narrative, van Wulfen shared 20 years of hard-won wisdom on how to navigate the “internal wall” of resistance and transform from a frustrated dreamer into a successful innovator. Here is the blueprint for innovating in 2026.

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The Reality of the “Internal Wall”

Many believe that innovation fails because the technology doesn’t work or the business model is weak. However, van Wulfen’s research tells a different story. In a poll of global professionals, the #1 obstacle to innovation (cited by 52%) was a lack of management buy-in.

Why does management say “no”?

• The Risk Gap: Innovators start with 100% uncertainty. Managers want 0% uncertainty before they sign a check.
• Political Games: Departments often act as silos, blocking new ideas to protect their own budgets or egos.
• The “Neighbor’s Child” Syndrome: People love their own ideas (their “children”) but are indifferent or even hostile to ideas that come from someone else (the “neighbor’s children”).

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3 Keys to Doubling Your Innovation Effectiveness

To move past these barriers, van Wulfen suggests a radical shift in how we approach the process.

1. Become an “Uncertainty Reducer”

Stop calling yourself an innovator and start calling yourself an uncertainty reducer. Your job is to systematically move the project from 100% doubt to a level of certainty that makes management feel safe. You do this by proving the market need, the technical feasibility, and the financial return before asking for the “big” investment.

2. Don’t Leave the “Slow Animals” Behind

When trying to innovate, companies often hire “Gen Z” or “innovation teams” to run ahead. But van Wulfen warns: The slowest animals determine the speed of the herd.

“To get support, you need to help the most conservative minds of your organization to step forward. If they move, the whole organization moves.”

3. Establish a “North Star”

Innovation without direction is just a hobby. Managers must provide a clear “North Star”—specific criteria for what success looks like. For example: “I want a new service for the Asian market, launched by 2028, that generates €10M in profit by year three.” This gives the team the freedom to create while staying within the boundaries of what the business actually needs.

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The 360-Degree View: Avoiding Garbage In, Garbage Out

Many technology-driven projects fail because they are “pushed” by R&D without a market “pull.” Successful innovation requires a 360-degree view that combines:

• Customer Insights: What are people actually struggling with?
• Technical Knowledge: Can we actually build it?
• Financial Reality: Is there a sustainable business model?

If you start with only one of these silos, you’ll likely end up with what van Wulfen calls “garbage out.”

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Final Thought: The First “No” is Just the Beginning

If you are an aspiring entrepreneur or an internal innovator, expect to hear “no”—a lot. It doesn’t fit the IT system, it’s too expensive, we tried it before.

“Innovation doesn’t stop at the first no,” says van Wulfen. “That’s the moment it starts. Real innovators transform ‘no’ into ‘yes’.”