Innovation theory and journalism for that matter is littered with contradictory viewpoints on how organisations should keep moving their metaphoric cheese in one way or another to survive in the modern market. Here are two great articles that examine the notions of reinvention and managing market demand. The first is about the challenge facing Nokia once the consumer pin up in all things mobile and the second is about how Massey Ferguson succeeded in nailing basic tractor design 50+ years ago with demand still outstripping supply – interesting lessons for us all.