The document discusses barriers to innovation at both the personal and organizational level. At the personal level, barriers include a loss of autonomy, mastery, purpose, lack of empathy and energy. Interpersonal barriers include being misaligned on the scale, scope and objectives of problems. Organizational barriers include a lack of understanding how innovations provide ROI, reluctance to change existing capabilities, and prioritizing opinions over assessing ideas on their merits. The document then discusses how adopting a design approach can help address these barriers by giving people control, practicing new skills, defining shared purpose, separating ideas from egos, progressively building confidence in ideas through testing, and integrating customers into the process.