Innovation and issues with Corporate Identity and Project dedication

There are some contradictions between innovation and project dedication in the context of modern corporate identity. These are mostly overlooked by the leads or not optimal addressed. 
 When an employee identifies with his task than it works harder, it is happier and ready for extraordinary efforts. On higher layer, corporate identity homogenizes the international environment and helps overcoming the country/local/language problems. Corporate identity increases the productivity because there are less personal problems, like misunderstanding etc. Corporate identity helps the people to work in the same direction. 
Sentence: Corporate Identification with and Project dedication (identification) is good. Unfortunately, there are some cross site effects with innovation.
Innovation in the contexts of creativity and agile enterprise development means: 
Trying many innovative projects or services. A few of them will lead to success, but many will be canceled, since they can not deliver the needed profitable results (see previous post). Most companies follow this principle and start many innovation initiatives and pick-up the best to core business.
The employee with high identification and dedication, who worked on canceled project have risk of frustration. The have worked hard, achieved  good results, but the project is canceled. The reason for cancel is not because of the individual  performance, but due to some technological or economical reasons. The disappointment of these colleges is absolutely understandable. People loose  dedication after 2-3 of there bad experiences. “Every project is canceled independent of my performance at the end - why to rush for the next task?”   The individual loose motivation and there is serious risk that they get fired or leave because of poor performance. This is logical since they are not motivated.
If company permanently starts new initiatives and stop every 70% of them, it is very dangerous and may lead to bad moral at work. The companies need the innovation, so they need to keep on launching initiative.
How to solve the issues?

• Make it clear to the colleagues, how it works. Make it transparent. Not transparent decisions are not understood. Clear metrics and KPIs.
• Try to involve everyone in at least one successful project. Keep the people them busy.
• Try to use external staff for the first phases (high risk) and internal people only for the second phase, where the risk of failure is small.