Innovation stands in service to strategic goals such as growing market share, differentiation and disrupting adjacent markets, serving the consistent changing and demanding customer needs by spotting these and then exploiting them rapidly and effectively.
Creating clear goals and linking/aligning innovation to those more agile strategies is a vital role for CEO’s and senior executives. Senior executives must establish the manner in which innovation fits within the strategic context established by goals, vision and strategies. They cannot abdicate this role. Change is hard, so is innovation.