If you follow Rucker's advice and focus on cultivating diverse, driven and innovative teams, you'll have an endless source of innovation within your own walls. As a matter of fact, you shouldn't be innovating because it "seems cool," or "solely to keep up with competition," she says. It should be about maintaining a focus on business goals and overall strategy, driven from a clear and concise understanding of your industry and company.
"Companies need to recognize that because success is a moving target, they must always be designing innovations to hit it. What worked last year, won't work as well this year. What you invested in five years ago has a short shelf life. There is no investment that lasts forever -- no one and done," says Rucker.
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