# Thomas Frank Critiques the Corporate Cult of Innovation Author Thomas Frank argues that modern innovation rhetoric masks deeper economic and class issues. - **Source:** [Fortune | FORTUNE](https://brifing.si/source/769282ef-327a-4454-909a-3c7936216004) - **Published:** 2026-10-20 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/a24c1c7e-1067-4aab-9cfd-c96e2888aa8f ## The Innovation Racket Thomas Frank, author of The Creativity Con, challenges the pervasive corporate obsession with innovation. He argues that this concept has evolved into a hollow ideology since the 1950s. By examining historical business trends, Frank suggests that the term is frequently used to mask underlying economic shifts and systemic class disparities. ## Roots of a Concept The modern fixation on innovation traces back to Alex Osborn, the advertising executive behind BBDO. Osborn popularized the term brainstorm and actively promoted a militaristic approach to business creativity. Frank’s research into Osborn’s archives reveals how this ideology was intentionally constructed to prioritize white-collar perspectives while marginalizing the contributions of blue-collar workers. ## The AI Paradox Frank observes that AI now threatens the very creative class that championed the innovation gospel for decades. Much like automation previously devastated Rust Belt communities, AI risks displacing white-collar professionals. He notes that the unspoken strain in current AI discourse is the potential for widespread job displacement among those who preach constant disruption. ## Archival Research Evolution Frank’s methodology has shifted significantly due to digital tools. While writing The Conquest of Cool in the 1990s, he manually paged through physical magazines like Life and Fortune. Today, searchable databases allow him to quantify word usage, yet he warns that this efficiency does not replace the critical need for deep, manual investigation. ## The Dangers of Orthodoxy Frank expresses concern that AI models prioritize consensus over truth, effectively reproducing existing orthodoxies. He highlights an incident where an LLM confidently provided incorrect information about song lyrics. He argues that relying on AI to define truth is dangerous because it treats expert consensus as absolute, ignoring that expertise is constantly evolving. ## Punk as True Innovation Contrasting corporate innovation with authentic cultural shifts, Frank cites the punk rock movement as a genuine example of creativity. Unlike the managed innovation of Madison Avenue, punk was unauthorized and driven by working-class individuals. He argues that such organic, grassroots explosions of creativity are rare and fundamentally different from institutionalized business strategies. ## Class and Economic Shifts Reflecting on his upbringing, Frank notes that his father’s generation at General Motors experienced a standard of living where blue-collar and white-collar workers were comparable. He argues that American discourse avoids discussing social class, despite it being the primary driver of economic change. This silence obscures the real impact of corporate innovation policies. ## A Call for Skepticism Frank urges professionals to move beyond corporate buzzwords and conduct their own independent research. He maintains that the path to truth requires digging through layers of mystification and questioning established narratives. By rejecting the comfort of institutional orthodoxy, individuals can better understand the economic realities that shape their professional lives and future prospects. ## Sources covering this story - https://fortune.com/2026/10/20/thomas-frank-interview-the-creativity-con-innovation/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._