As the world of business becomes increasingly complex, the need for organisations to align their business and innovation strategies becomes more important. According to a recent study, 30% of organisations classified as "need seekers" have highly aligned business and innovation strategies; this means that they can identify and respond to existing and emerging needs in the market. Having a clear and aligned strategy is essential for the success of these organisations. The ability to identify and meet customer needs sets these organisations apart from their competitors. With a clear understanding of their customers' needs, they can develop products and services that address those needs. As a result, they can remain competitive in an ever-changing marketplace.