In a rapidly changing business landscape, it is more important than ever for companies to innovate in order to stay ahead of the competition. This was the finding of the Accenture 2015 US Innovation Survey, which found that 84% of executives considered their future success to be very or extremely dependent on innovation. In order to remain successful, companies must be willing to invest in new, innovative ideas and technologies. However, this investment must be strategic, as not all innovation will lead to success. By carefully evaluating opportunities and investing in those with the greatest potential, companies can ensure that they are making the most of their innovation efforts. In an increasingly competitive marketplace, those who fail to innovate will quickly find themselves left behind.