Are You Spending Too Much On Innovation?

As innovation leaders, our first internal response to the question is hopefully, “It depends”.  For most companies, however, a clear and certain answer is elusive.  Why?  Here are three reasons.   REASON #1 INNOVATION IS NOT A COMMODITY Commodities within the same category are priced relatively the same. Commoditized innovation is an oxymoron, yet many companies do not differentiate between …