The document discusses failures in launching new technology products and services in creative industries like publishing and music. It analyzes two focus groups, finding a split between traditional and tech-savvy approaches in publishing, and disagreements around cooperation and copyright in music. The conclusion is that a lack of heterogeneity within innovating teams and too much divergence between industry narratives limits cooperation and tapping of market knowledge, leading to failures. It proposes designing environments for innovative thinking by building cross-functional teams with time for experimentation to integrate different perspectives.