In today’s fast-paced, technology-driven world, a pressing weight bears down on organizations to innovate. Demands ring out for the next new thing new products, new processes, new business models. Anything shiny, sleek, and disruptive captures attention. This drive to innovate is understandable, even imperative for competitiveness. But it also can steer organizations astray if pursued thoughtlessly. Innovation for its own sake, devoid of clear purpose and strategic alignment, squanders precious resources and obscures meaningful progress.