To prioritize innovation while addressing immediate business targets, integrate innovation into the framework of solving urgent needs. Focus on quick-win innovations that directly support current goals, such as process improvements or customer-focused solutions. Allocate a portion of time and resources to longer-term creative projects, ensuring they align with overarching business objectives. Encourage cross-functional collaboration to generate ideas that address both immediate and future needs. Regularly review progress to balance urgent demands with strategic innovation, demonstrating that innovation is a tool for achieving, not delaying, targets.

Align Innovation with Core Goals: Prioritize ideas that not only push boundaries but directly contribute to the company’s strategic vision and objectives. Dedicate Resources Strategically: Allocate time, budget, and talent to high-impact innovation projects, ensuring operational demands don’t overshadow transformative ideas. Create Space for Experimentation: Build a culture where innovation isn’t optional—set aside focused time and encourage teams to challenge the status quo.

To keep innovation alive during busy periods, I believe it’s essential to focus on small, impactful changes that don’t overwhelm existing workloads. Allocating a dedicated team or a short time daily for brainstorming can inspire creativity without disrupting priorities. Encouraging open communication and celebrating even small successes create an environment where ideas thrive

Prioritizing innovation alongside urgent business targets is challenging but essential for sustainable growth. One thing I’ve found helpful is embedding innovation into the daily workflow. For example, setting aside a portion of team meetings to brainstorm improvements or efficiencies ensures it’s not sidelined by immediate demands. Actually, I disagree with the idea that innovation needs separate, large-scale initiatives to make an impact. Small, incremental changes often lead to significant results over time. An example I’ve seen is a company that encouraged employees to dedicate 10% of their time to creative problem-solving. It led to process innovations that saved both time and resources.

When business targets are screaming for attention, innovation doesn’t need to be benched—it just needs to play smarter. Channel your inner MacGyver: focus on hacks and tweaks that deliver quick wins while still moving the needle. Forget moonshots for now; think jetpacks on your current workflows. Delegate the “what ifs” to a skunkworks crew while you stay locked on the “what now.” Innovation isn’t some luxury spa day—it’s your scrappy sidekick for problem-solving on the fly. The trick? Keep creativity on call, not on pause, and aim for solutions that are both clever and deadline-friendly.