Why the best organisations are 2x better than the average (or 7x better than the worst…)

Top innovators generate 7x more revenue from new products and services than the lowest performers. How do they do this?

Most organisations say they want to innovate.

Very few actually do.

And the difference is not marginal. It’s existential.

A landmark PwC innovation study revealed a stark gap between the best and the rest:

• Top innovators generate over 75% of their revenue from products and services created in the last five years

• The weakest performers generate 10% or less

• The average sits at just 41%

Same markets. Same constraints. Entirely different outcomes.

This isn’t about ideas. It’s about systems.

The instinct is to treat innovation as creativity. Brainstorms. Workshops. Big moments.

But the highest-performing organisations do something far less glamorous:

They build environments where innovation happens by default.

They:

• Make innovation a board-level priority

• Fund ideas before they are fully proven

• Create open systems where ideas flow across the business

• Reward people not just for results, but for challenging the status quo

• Build a climate of trust, where people are empowered to act

In short, they don’t wait for innovation.

They design for it.

Most companies don’t fail at innovation. They never start.

Not because they lack capability.

But because they don’t know:

• Where to focus

• What to change

• How to make it stick

So inertia wins.

And over time, the gap compounds.

The uncomfortable truth

You are already shaping behaviour in your organisation.

You already have a climate.

The only question is whether it is producing:

• New ideas, movement, and growth
  or

• Friction, hesitation, and stagnation

Because the data is clear:

The organisations that continually innovate and improve themselves don’t just perform better.
They operate on an entirely different curve.

What this means for you

If over 75% of your future revenue depends on what doesn’t exist yet…

Then innovation is not optional.

It is operational.

Where Perspectiv comes in

At Perspectiv, we don’t treat innovation as a workshop.

We help organisations build the conditions that make it inevitable.

From measuring your current climate, to redesigning how ideas are generated, shared, and delivered to reshaping leadership —we help organisations move from intention to execution.

Because the companies that win don’t just think better or differently.

They work better AND differently.

References:

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