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  "documentTitle": "Innovation Matters Report",
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      "kind": "list",
      "text": "use innovation techniques to solve specific issues?\nempower people to come up with more radical ideas to solve complex problems?\nextract more value from the ideas alive within the organisation?\nbuild innovation into the DNA of the organisation?",
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      "text": "be able to bring new products and services to market faster than the competition\nhave more customer accounts than any other provider\noffer the best experience for our customers\nbe the simplest and leanest in our industry.",
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      "kind": "paragraph",
      "text": "Rethinking innovation\nInnovation may be about improving the customer experience or using an entirely new business model. It may be a dramatic change to how you bring a product or service to market, or it may be centred on how you change how you work with your employees.",
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      "text": "GER BROPHY\nCHIEF TECHNOLOGY OFFICER\nGE HEALTHCARE, LIFE SCIENCES",
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      "kind": "paragraph",
      "text": "Support your core purpose\nOur research shows one of the most common mistakes an organisation can make is to take an approach to innovation that is at odds with its core purpose.",
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      "text": "If you just set up stalls and say you are going to innovate, you are going to struggle. You have to be clear about the problem or opportunity you are about to address.",
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      "text": "If you just set up stalls and say you are going to innovate, you are going to struggle. You have to be clear about the problem or opportunity you are about to address. — Ger Brophy, Chief Technology Officer, GE Healthcare, Life Sciences",
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      "text": "DESIGN INNOVATION INTO YOUR ORGANISATION",
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