Innovation strategy isn’t just about what you do, it’s also about what you don’t do.
Looking back a few years ago, I looked around and saw our R&D teams drowning in development requests. Every idea was urgent. Every project was “critical.” Everyone was busy, but no one had time to build the next giant leap. Does this scenario sound familiar?
It wasn’t a lack of talent or creativity. It was a lack of strategic clarity.
We had fallen into the trap of trying to please everyone. In doing so, we were investing our most valuable resource *time* into incremental fixes instead of transformational innovation.
That’s when we revisited our innovation strategy. Not as a document, but as a set of choices:
- What kind of innovation will move the needle for us?
- What are we willing to say no to?
- Where do we want to lead, not just follow?
We made tough calls. We deprioritized certain customer requests. We paused some ongoing projects. And we carved out protected time for exploring bold ideas aligned with our long-term vision.
The result? A renewed sense of focus. A few months later, one of those “protected” ideas turned into a product that reshaped our portfolio.
Strategy isn’t about doing more. It’s about doing what matters.
If your innovation efforts feel scattered or reactive, maybe it’s time to ask: What are we choosing not to invest in?
