It is helpful to look at how dollars are being spent and how long things take to manufacture and test. New ideas come from individuals. Creativity is elusive and cannot easily be programmed or processed or organized. Under the right circumstances, in the right environment, with the right individuals, it just happens. This is one reason why consultants like to focus on innovation and avoid working in the dark depths of creativity.
Creativity is messy.
It is chaotic. The power of creativity is supremely human, yet more often than not defies human intervention or control. Not a particularly profitable enterprise. Pascal and I are not particularly interested in innovation, but we are interested in creativity. It is not a topic for business strategy, but rather lies behind it, in the realm of people strategy.