STRATEGY INNOVATION IS MANAGING THE FUTURE
There are always two parties—the party of the Past
and the party of the Future; the Establishment and the
—RALPH WALDO EMERSON
When do you know that you need strategy innovation? In most cases, it is when the projection of revenues for future products and services does not add up to the company's growth targets. When this happens, business leaders scramble around to find ways to address this “delta,” the difference between the revenues they expect to generate and the revenues they need to generate (see Figure 21).
The knee-jerk reaction to this revenue-target dichotomy is to pull together a team of people to brainstorm some new product ideas or acquisition targets to fill the dreaded revenue delta. Over the years, creativity in the form of brainstorming events has earned its reputation as a viable method of creating incremental new product