????這種戰略形成的新方式可以幫助人們搶在新一代的大熱門成型或者大量競爭對手出現之前就發現它們。但是，這種戰略仍然無法解決困擾大多數公司創新選擇的文化與財務問題：要使高管開發有新聞價值的新型熱門平臺，必須為高管提供激勵，而不只是花錢請他們來沿用老一套的方法來創造價值。

????這股最新的戰略潮流會產生影響嗎？事實上，它的作用已經顯現。它會成為長期流行的思維方式嗎？誰知道呢？我自己肯定不清楚。這就是潮流的弊病。新鮮事物通常只是曇花一現。但是，對于那些渴望加快創新進度、搶占先機的人來說，這種思維方式非常可靠。至少，這一點永遠不會過時。

????拉里?基利是摩立特集團（Monitor Group）旗下德布林公司（Doblin Inc.）聯合創始人和合伙人，是創新實踐的思想領袖。三十年來，他始終致力于開創有效的創新方法。

????譯者：喬樹靜/阿龍

????This new way of shaping strategy can show you the next big thing, long before it has a name and a whole host of competitors. But that insight still doesn't solve the vexing cultural and accounting problems that plague most firms innovation choices: senior executives have to be incentivized to create hot new platforms that are newsworthy, not just get paid for driving growth in the familiar ways that drove value yesterday.

????Will this latest strategic fashion make a difference? It already does. Will it be a fashionable way to think for long? Who knows? Surely, I don't. That's the trouble with fashion. Something new is usually just moments away. But for now this is a solid way of thinking for those looking for the future to show up a little ahead of its regularly scheduled arrival. That, at least, will never go out of style.

????Larry Keeley is co-founder of Doblin Inc, a part of Monitor Group, where he is a partner and thought leader in the Innovation practice. He has focused on pioneering innovation effectiveness methods for three decades.