Why innovation belongs on the CEO agenda

In boardrooms around the world, innovation is a buzzword. But for too many CEOs, it still feels like a side hustle—something delegated to innovation teams, labs, or consultants. That mindset is outdated, and increasingly dangerous.

Customer needs are changing faster than ever—across B2C and B2B. If you’re not actively innovating, you’re becoming irrelevant. Continuous adaptation is not a luxury; it’s how you remain valuable to customers. And it starts at the top.

The COVID-19 pandemic, geopolitical shocks, and economic volatility have exposed structural weaknesses in business models. Innovation is how you build resilience—by developing new models, channels, and ways of working that can withstand shocks.

Disruption rarely announces itself. Competitors, startups, or new technologies can change the game overnight. Waiting to react is too late. Smart CEOs proactively shape the future—and build internal disruptors before outsiders do.

• Only 25% of companies rate their innovation performance as ‘good’
• 65% fear disruption in the next 3 years
• Just 40% have a clear innovation strategy and roadmap in place (source: RevelX Innovation Readiness Benchmark)

These numbers are a wake-up call.

The CEO’s role in innovation Innovation isn’t just about ideas or R&D. It’s about direction, culture, resources, and strategic alignment. That means the CEO must:

• Set the ambition: Define where and why you innovate
• Enable the system: Fund, organize, and empower the right teams
• Model the mindset: Lead with curiosity, courage, and consistency

At RevelX, we believe innovation must be treated like any other core business function: with accountability, clear goals, and executive ownership. And that starts with the CEO.