Michal Zigelman, Raz Heiferman
In an era defined by pandemics, climate crises, supply chain breakdowns, wars, and exponential technological advances, organizations cannot rely on past strategies. The only sustainable response is systematic innovation, not confined to R&D, but embedded across the entire enterprise.
This Executive Update introduces a 360° Innovation Model with two dimensions:
- Strategic Dimension– key approaches such as sustaining innovation, disruptive innovation, open innovation, operational innovation, and business model innovation.
- Applied Dimension– practical tools and applications including smart products, data-driven insights, customer experience (CX), and digital ecosystems.
The message is clear: companies that focus solely on sustaining innovation risk irrelevance. To thrive, leaders must balance incremental improvements with disruptive bets, adopt open innovation practices, and continuously reimagine customer experience and business models. Examples from Apple, Netflix, LEGO, GE, NASA, and Lemonade illustrate how innovation, when applied strategically, creates resilience and growth in volatile markets.