Many of the companies that I have worked with over the last decade(s) have become the successes they are through technology-driven innovation. Identifying bleeding edge technologies, integrating these into their offerings and then bringing these offerings to market has been what made these companies successful. Digitalization, though enabled by software, data and AI, is fundamentally a new way of delivering value to customers. And that requires customer driven innovation. Not asking customers what they want. Who needs a faster horse anyway. But creating hypotheses, developing experiments and then testing these with customers. My experience is that the companies that I work with have great processes for technology driven innovation but completely lack effective mechanisms to run customer driven innovation at scale. Every successful example seems to be the result of a small group of employees fighting windmills, breaking rules and risking their jobs simply to get a successful innovation in place. My question to you today is: do you have the mechanisms in place to facilitate customer driven innovation?