In each organization, the main challenge for those interested in promoting an innovation agenda is to work with people who resist. This is not only true for leaders - when they have to get acceptance from their executives and boards, but also employees. It is always easier to fight a rational enemy, but many times the illusion inhibits rationality. If you do not offer anything different that surprises emotionally or that is exceptional from the functional side, ``you are destined to die,`` or more subtly cease to be relevant. The ``executioners of innovation`` have a well-intentioned corporate army behind them, always ready to defend their territory and keep innovation at bay, so that the status quo is not changed.