Transformational innovation : A journey by narrative

Purpose – Offers the concept that leadership narrative is the key to managing transformational innovation. Design/methodology/approach – The author has studied the leading innovation theorists and corporate innovation efforts. Findings – Transformational innovation is disruptive because it introduces products and services that change the business landscape by providing a dramatically different value proposition. And championing transformational innovation involves going to war with all the elements inside an organization that benefit from the status quo. Research limitations/implications – The author's research is primarily anecdotal. Practical implications – If leaders, consistently use narrative tools, in combination with thorough strategic analysis, they can show their organization how to tackle the most difficult challenge facing management today – transformational innovation. Examples and a step‐by‐step process are provided. Originality/value – First publication of the concept of how leaders can use narrative to achieve employee commitment to transformational innovation.