To create, communicate and commercialize an innovation requires lots of money. The money can come from your existing company, from outside investors or from your own savings. Note - when it’s from your own savings it’s not uncommon for that to not be fully your decision - you often have a spouse or partner who has a financial and emotional stake in you investing your money.
Using innovation to grow sales and profits is an accepted business concept.
After 48 years of innovating and 33 years of consulting - I believe that the ROOT CAUSE of a lack of innovation at most companies the lack of TRUST that leaders have in the ability of their teams to innovate successfully.