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Putting the Innovator’s DNA into Practice People

“Innovation distinguishes between a leader and a follower.”

—Steve Jobs

EVERY DAY, your executive actions may be the most powerful signal to your organization and team that innovation truly matters. Our interviews with dozens of senior executives of large organizations revealed that in most cases, they did not feel personally responsible for coming up with innovations. They only felt responsible for “facilitating the process” to make sure someone in the company was doing so. But in the world’s most innovative companies, senior executives like Jeff Bezos (Amazon), Marc Benioff (Salesforce.com), and A. G. Lafley (Procter & Gamble) didn’t just delegate innovation; their own hands were deep in ...

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