ABSTRACT
Innovation is a behaviour outcome. Since it is not a process, it is not controllable, manageable or measurable by the traditional means of the organization. Innovation is the wow moment of discovering the pleasure of using the iPhone. The ultimate capability of a business is the knowledge of managing and monetizing the creation of culture. The memo dealt with questions and answers scripted for the CEO and the Chairman of the organization, in connection with an annual meeting with employees. The key question was: about vision for the company in ten years, and in 20 years. Three answers: Continuing to invest in making big, strategic bets and doing innovative work; bringing in talent that ensures we have necessary abilities to seize opportunities; maintaining the dynamic environment. YouTube is a disruptive business because it changes the context for both user, and the industry incumbents, in the moment it becomes an innovation object.
