When ambition outpaces ability, most firms call it a “culture problem.”

Hari Abburi argues that the world’s most innovative companies thrive by building “unnatural capabilities”—skills and systems outside their comfort zones. When ambition outpaces ability, most firms call it a “culture problem.” The disruptors call it opportunity. Examples: JAB Holding evolved from coffee to pet care and insurance. Nike entered the metaverse with NikeLand on Roblox, drawing six million visitors a year—far more than its physical stores. Even Microsoft, a tech giant, recognized AI wasn’t in its DNA, so it partnered with OpenAI. The lesson: success belongs to companies that stretch beyond what comes naturally—and do it fast.

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