In our line of work, we get to talk with hundreds of leaders around the globe, and from virtually every industry.

Most of them seem to intuitively understand the importance of innovation, but there’s still a lot of fluff, ambiguity and uncertainty regarding innovation as a topic. As a result, most leaders aren’t seeing the results they were expecting from innovation.

Given that we’re now on the verge of the next golden age of innovation, leaders have every reason to be anxious about the future of their organization.

Economic impact of innovation by ARK invest

Source: ARK Invest, used with permission.

However, the hype, as well as the lack of top management talent, has led to innovation leaders often being put in very challenging positions within their organization with little to no management support.

In working with hundreds of organizations on their innovation practices, as well as in doing research on other top innovators around the globe, we’ve identified certain patterns on how those top corporate innovators, regardless of industry, are tackling these challenges today.

In this article, we’ll share those insights and will use them to try to predict what the future of corporate innovation will look like.

What are top corporate innovators doing?

As soon as you start looking into corporate innovation, it’s immediately clear that that there isn’t just a single correct way to innovate.

There isn’t just a single correct way to innovate.

For example, just by looking at Amazon, Apple, and Facebook, it’s obvious that they approach and lead innovation in quite distinct ways. What’s more, these methods are also different from those used by some of our most successful customers in more traditional industries.

The simplest way to try to categorize these approaches is to use a matrix that categorizes the strategy of the innovators based on two axes:

  • Push – Pull
  • Technology – Market 


While it’s difficult to pinpoint where each of the aforementioned companies falls in the matrix, as they all have a hybrid approach to innovation with different parts of the organization innovating in slightly different ways, it can still be a useful exercise to improve our understanding of these differences.

As we can see from the matrix, even though Apple is all about customer experience, their approach to innovation is still very technology-driven and focused on launching and pushing new products and services they’ve been developing and refining for lengthy periods of time.

Facebook is almost a complete opposite of this. They focus on running hundreds of small tests to try and figure out what their users like and what creates value for their customers. Amazon uses a diverse mix of both of these approaches in different parts of their organization.

The philosophy and culture of these organizations are also quite different. The mantra at Facebook is to “move fast with stable infrastructure”, whereas Apple puts a lot more emphasis on creativity, craftsmanship and refinement.

While the culture might be a bit different, the Facebook approach is actually surprisingly close to what many of our most successful customers, even in traditional industries, are doing. They usually focus very heavily on the market and pull end of the spectrum by being very customer-oriented and agile in their innovation work.

Common themes among top corporate innovators

Despite these top innovators often working in very different ways, there are also a few key themes virtually all of them seem to share, which we’ll introduce next.

This isn’t supposed to be a comprehensive list, but a summary of the aspects that we’ve identified as being the most prominent and having the biggest impact.

traits of top corporate innovators


The first point, and maybe the most important one, is to understand that the best innovators don’t rely on a single R&D team or innovation lab for their results.

The best innovators, no matter how small or large they are, always have innovation happening on all levels and across the different parts of the organization.

scale is crucial for innovation performance

Great innovation performance is usually a sum of many parts. It’s very difficult and rare for a large organization to be able to come up with an individual innovation that moves the needle significantly.

The reason is pure mathematics: growing 10% is much harder if your revenue is in the billions, than it would be if it were in the millions. As such, it’s simply not feasible to expect significant results quickly from a single team, department, or even innovation management process, let alone individual innovation.

It’s simply not feasible to expect significant results quickly from a single team, department, or even innovation management process, let alone individual innovation.


Decentralization and focus on scaling innovation work are absolutely essential for being able to produce predictable results that make a difference in the big picture.

What’s more, cultural transformation always requires a certain critical mass to overcome inertia. As long as innovation is just the job of a few select individuals or teams, you won’t be able to create an innovative culture, and without a pro-innovation culture, it will be difficult to sustain the results.


One of the challenges in innovation is the unpredictable nature and timeline of the work.

On one hand, you need to continuously invest in transformative innovation initiatives that could help drive the future growth and profitability of your organization in the long term.

On the other hand, you also need to keep improving your existing business to remain competitive and create short term financial results. If the business is in a bad financial position, there obviously won’t be any funds left to invest in innovation.

And even if there were, management and shareholders are often likely to lose patience with your innovation initiatives and cut funding for them if they aren’t seeing any tangible results.

Three horizons 70-20-10 model for innovation

The best innovators find a way to balance their work between the incremental and disruptive, as well as the different time horizons to create a growing stream of innovation fuelling the business forward.

The 70-20-10 rule is a solid rule of thumb for most organizations. However, if you’re new to innovation, we usually recommend you start from the incremental and then gradually move to the more challenging and long-term disruptive projects as you acquire the skills, resources, and trust needed to succeed. 

Clear focus

Let’s imagine that you’ve now tackled the first two factors and have a number of different business and technology units working on innovation.

Without strong leadership, a clear strategic focus, and strong alignment across the organization, it’s quite likely that the situation will only end up in chaos.

The best innovators find a way to set boundaries and focus efforts on pursuing strategically important goals. Because they do this, they are somewhat paradoxically able to allow their teams more freedom in pursuing those goals, which in turn helps them move faster, learn more and thus make