Innovation is the result of iterative learning processes as well as environments that encourageexperimentation, critical inquiry, critical debate, and accept failures as a necessary part of the process.
The firm's senior executives argue that the ferocious rate of experimentation they encourage is precisely why Google will avoid the sclerosis that typically sets in when a firm gets too big.
Relying on his experience at Apple, Johnson eschewed testing changes to policies or store layouts which deprived JCP of the opportunity to learn through experimentation and encourage ownership of the strategy by those at the customer interface.