When companies talk about innovation I tend to pry into the “when” part. It seems to be a good indicator on how committed the company is to achieving the goal. I’ll explain….
From my experience companies that are short term focused are not really looking to make a splash, in fact they aren’t really looking to do much besides exceed their internal revenue target by some insignificant amount. Usually this is a company which overwhelming focuses on operating efficiencies, and rather than leading their industry, they are content to not fall behind.
If however the company counts in years and not quarters then there is a real chance that this company is in it to win it. These are also the companies which find success in long term strategy which is not limited by their industry but rather by their own vision of the future. The When of innovation is a surprisingly insightful measure.