For example, companies need
to recognize the types of innovation typically used in their industry to be able to break from industry patterns and earn larger returns on their innovation investments.

We wish innovation were easy. It's not.
Yet as the pace of structural change accelerates across industries and firms scramble to keep up, it's also clear that innovation is no longer optional.

While we're all getting smarter about innovation, the challenges remain real, complex and immune to silver bullets. Routine innovation success requires learning an emerging discipline of innovation.