You can’t really innovate for the past (your offering won’t be innovative and will be beaten easily by competitors). If you innovate for the future, then adoption will be slow until customers become ready. The trick is to task your insights team to provide guidance for the future present.
Braden Kelley (2010). “Stoking Your Innovation Bonfire: A Roadmap to a Sustainable Culture of Ingenuity and Purpose”, p.56, John Wiley & Sons
