Optimal approach to Innovation depends on a context.
1) Is it relatively stable and is prime for incremental innovation;
2) is it struggling so you need to pivot, or
3) The situation is dare and it can truly use a game changer.
1) Why innovate if things are going well?
Because it is easier so even Incremental will work!
Note - do not change a fundamental business model! High volume low margin vs low volume high margin - hard to shift. They have different customer experience models and will not work if combined in one company.
Change technology to reinforce a business model3) Integrated transformation - game changer
Top down vision + Bottom up knowledge and innovation empowerment
Core process redesignHot Topic - Innovation in High Tech industry
Disruptive is common, game changer is aspirational
Do not buy Ferrari to go to the grocery store!
Lessons from Blackberry - lost touch with customer needs.
Lessons from Nortel - game changer is hard to capture - to gain both large technology change AND large market share.