If you name it, you're not doing it.

I'm a firm believer in "If you name it, you're not doing it."

If you specifically name innovation, design, or social inclusion when communicating or marketing your company, it mostly means you know it's an issue for your business. You're on the defensive and immediately need to address it. It's not one of your superpowers. It's quite a visible sore point.

Call that the 'Stable Genius' principle. Usain Bolt didn't have to remind us that he was comfortable doing sports. Your brother-in-law at Thanksgiving dinner might have.

You name it. You're not doing it.

Apply this logic, and you might get one of the reasons why I'm getting increasingly nervous about Apple. They talk A LOT about innovation.