Evolutionary, revolutionary and blended innovation all work. Each is right – for different organizations and different contexts.
- If you are a start up on the cutting edge with not much ranch to bet, go for it. Revolutionize the world. If you don’t, you won’t get noticed.
- If you are Apple and your ranch is built on revolutionary innovations, keep going. Stick with the attitude that made you successful in the first place.
- If you are a large, successful company with a big ranch and a culture not prone to revolutionary innovation, stick with evolutionary innovation – especially if you’re in commodity category where you have to manage costs.
- If you can blend evolution and revolution, and are prepared to invest to do so at a level comparable to P&G, the blended approach may work for you.
They all work, but not at the same time. Pick the one that’s right for your situation, business model and organization.