Corporate innovation can no longer survive on buzzwords. They must prove rapid, tangible value.

“Culture” “Ambidexterity” “Disruption” “Moonshots” “Business Model Innovation” — They are not cutting it anymore.

Leadership wants one thing now: Real, tangible growth impact. And they want it fast.

Here’s the truth many heads of corporate innovation units won’t say out loud: Their unit is one tough budget cycle away from irrelevance.

You are either seen a cost center. Or the strategic growth partner that Leadership can’t ignore. There’s no middle ground anymore.

However, there’s a way to flip the script.
It starts by looking inside the business, rather than outside it.
At strategic growth initiatives that are planned or already underway.
Projects that seem “Core” but carry enough uncertainty to go sideways.

I call this zone: Growth At The Edge Of Core™. These initiatives live in a gray area: Not “true” innovation. Not pure execution. And almost always under-supported.

Here’s where your innovation unit becomes essential:
Spot the risk.
Validate the unknowns.
De-risk the path to impact.
Deliver evidence — not slides.

You move from being “the innovation people” to “the ones who saved the growth plan.”
That’s how you stay in the room.
That’s how you keep your team funded.
That’s how you lead.