11.1. WHY CURRENT APPROACHES DON'T SOLVE THE INNOVATION PARADOX

The need to innovate is now perceived as the key to organizational survival. It's not enough for companies to get better. They have to get different—not just at their periphery through extensions of existing businesses but at their core. Transformational innovation isn't an option; it's a necessity.

As a result, established organizations have to become as good at game-changing innovation as they have been at disciplined execution. Instead of innovation and organizational learning being the responsibility of a few courageous individuals or departments, innovation must become an organization-wide capability—part of the firm's DNA.

The problem doesn't lie in sustaining innovations ...

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