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Chapter 3. The Executive Champion > Deciding to Innovate

Deciding to Innovate

To be successful, key executives cannot just avert problems and maintain the operation. They must find new methods, create new ways of working, and make new markets and business models. Without innovation, they are caretakers, not executives.

Executives identify areas of innovation in many ways. They react based on their experience, read industry journals, attend conferences, and talk to colleagues and friends. Executives are thereby exposed to thousands of ideas, yet they can respond to only a tiny fraction of these with direct action. There are enough resources to cover only a few major changes each year. The executive's job is to select ideas that will really make a difference to the company. Selecting usability as the idea to move forward with can have a large impact.


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