I’ve written before (and often) about how challenges with clarity and consistency introduce difficulties when corporations try to create new products and services. Notice that for a blog about innovation, I didn’t use the “I” word. That’s because I think corporations confuse the ends with the means when they innovate, and create unnecessary barriers in the process.

First, let’s get our thinking straight because clarity and consistency matter. In descending order of importance, executives want profitability, cost control, revenue growth, and product differentiation. Many are good at cost control and will accept profitability achieved by decreasing costs in the face of flat revenues. A real win, however, increases revenues while holding costs flat.

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