Innovation gaffes: How rocket turtle was communication bust

Screen Shot 2014-05-21 at 5.41.59 PMA 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 time told me that instead of being a fun symbol of getting everyone to move faster, the supersonic turtle sparked a backlash.

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