By Jeff De Cagna
www.changethis.comThe six key contexts of innovation can assist leaders as they guide the innovation process, and the
six core values of innovation help them spark a deeper passion for the work of innovation among
potential contributors. The core values should imbue the pursuit of innovation with meaning beyond
the goal of creating cool, new products and services. They are a powerful wellspring of purpose
for making innovation an organizational priority.
1. Capability (strategic value)—Innovation is about building stronger and more capable organi-
zations. Building a capacity for innovation requires an intelligent, strategic and disciplined approach.
2. Inclusivity (technological value)—Innovation is an intrinsically social and collaborative
process, i.e., everyone has a role to play. Web technologies enable open and distributed participation
on a global scale.
3. Possibility (cultural value)—Possibilities are the precious fruits of the human imagination.
Innovation fully embraces the discovery of what is possible for our organizations, even if it involves
risk and failure.
4. Opportunity (intellectual value)—Through the application of experience and knowledge, the
human intellect identiies and shapes innovation opportunities in ways that enable action.
5. Sustainability (inancial value)—Innovation can create a sustainable future for organizations,
and the work of innovation itself must be made sustainable through the consistent and well-paced
investment of resources.
6. Responsibility (leadership value)—Innovation is a critical element of responsible stewardship
for leaders who must be vigilant for the health and well-being of their organizations.
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