Innovation winners are extending their lead by setting a bold, yet plausible, aspiration grounded in a clear view of the economic value that innovation needs to deliver and making tough resource-allocation choices about the people and funds required to seize innovation’s value at a scale sufficient enough to make a difference. Without this, innovation investments can disappoint. This is where a company’s top leaders can play a unique role in creating change. Some leaders define a “green box”—a quantification of how much growth in revenue or earnings a company’s innovation needs to provide in a given timeframe.
