Every company should dedicate a portion of its innovation portfolio to the creation of new growth through disruptive innovation. But companies need to think carefully about who makes the decisions about managing the investment in those businesses. If the people controlling the purse can’t afford to lose a bit in the short term, then you simply can’t ask them to invest in anything but close-to-the-core opportunities that promise immediate (albeit more modest) returns.
What questions should corporate innovators use to increase their odds of success? There are some classics out there, such as Peter Drucker’s (“If we weren’t already doing it this way, is this the way we would start?”), Ted Levitt’s timeless contribution (“What business are we really in?”), and the question Andy Grove asked to transform Intel (“If the board brought in a new CEO, what do you think he would do?”).
It’s a paradox of the information age. The glut of information that bombards us daily too frequently obscures true insight. Intelligence should drive better innovation, but unless it is strategically collected and used, it functions like a summer beach novel — an engaging distraction.