“The moment you stop innovating, somebody else will make your product outdated and will become the market leader.”

Disruptive change is accelerating, and companies today face more ambiguity than ever before. However, with ambiguity comes opportunity. Business leaders equipped to act in the face of uncertainty can build paths to growth that have not yet been imagined. Innovation strategy is one of the last remaining sources of trend-breaking growth, yet too often companies fail at it because they approach innovation—especially marketing innovation strategy—as if it were an art, assuming brainstorming and random moments of 

genius will help them win in today's—and tomorrow's—marketplace.