YOU PROBABLY WOULD NOT BE READING THIS BOOK IF YOU didn’t think innovation mattered to your business. But it will still be useful to spend just a couple of pages reviewing the question of why it matters, because changing your approach to innovation is a major decision, and there needs to be a clear justification for doing so.
Let me clarify. Some of the methods in this book are very simple to apply. Indeed, you are probably applying some of them now. But others are more difficult. For most organizations, optimizing staffing and organization for innovation requires a real commitment to change. In order to consider such change, there has to be a great deal to gain. I believe that there is.