4
THE THREE PROCESSES OF INNOVATING
CREATION, INTEGRATION, REFRAMING
So far in this book, I’ve explained why your organization needs to operate simultaneously in two ways—as an execution engine and as an innovating engine. The execution engine serves your existing customers with products and services that meet their current needs as best as possible, while the innovating engine prepares you to serve the emerging needs of those customers as well as the needs of customers you do not yet know. The execution engine is about your company’s present, while the innovating engine is about its future. And while these two engines do different things and operate in different ways, they should not be made up of separate teams unconnected to one another. ...
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