Aiming for Business Success

Aiming for Business Success: Moving away from traditional funding models and Embracing Innovation-Based Funding for Strategic Growth

Moving Away from Traditional Funding Models and Embracing Innovation-based Funding for Strategic Growth

In the dynamic landscape of business, the journey from survival to thriving necessitates continuous adaptation and evolution. Traditional funding models, such as project-based, product-based, and value-stream-based funding, have undoubtedly played vital roles in sustaining and expanding enterprises. However, in an era defined by rapid change and disruptive technologies, the shift towards innovation-based funding emerges as a strategic imperative. This essay explores the evolution of funding paradigms and underscores the importance of managing innovation portfolios as a catalyst for business growth and sustainability. Through real-life examples and insightful analysis, we present the case for transitioning from conventional funding models to an innovation-centric approach.

The Evolution of Funding Models

Over the years, funding models have evolved to align with changing business dynamics. Project-based funding, where resources are allocated to individual projects, has been effective in achieving specific outcomes. Similarly, product-based funding focuses on financing discrete offerings. Value stream-based funding, a more holistic approach, encompasses funding streams of interconnected products and processes. While these models offer stability, they can lead to insularity and a lack of strategic alignment.

The Imperative of Innovation-Based Funding

Innovation-based funding emerges as a transformative paradigm that aligns with the volatile, uncertain, complex, and ambiguous (VUCA) environment of today’s business world. It centres on nurturing a portfolio of innovative ideas, initiatives, and projects that collectively drive growth, resilience, and competitiveness. Unlike conventional models that focus on individual projects or products, innovation-based funding promotes a systemic and forward-looking approach that transcends existing boundaries.

Tesla’s Disruptive Innovation Model

A prime example of innovation-based funding can be found in Tesla’s remarkable journey. While established automakers relied on traditional funding models, Tesla harnessed innovation as its cornerstone. Instead of conforming to industry norms, Tesla pioneered electric vehicles, autonomous driving technology, and renewable energy solutions. By prioritising innovation in its funding strategy, Tesla disrupted the automotive landscape and became synonymous with forward-thinking innovation.

Managing Innovation Portfolios for Strategic Growth

Central to innovation-based funding is the strategic management of innovation portfolios. Instead of viewing innovation as a sporadic endeavour, organisations identify, nurture, and prioritise a range of innovative initiatives. This portfolio approach provides a structured framework for diversification, risk mitigation, and resource allocation. An example of this strategy is Procter & Gamble, which maintains a diverse innovation portfolio spanning multiple categories and markets. This approach not only drives growth but also ensures resilience against market fluctuations.

IBM’s Shift towards Innovation-Centric Funding

IBM’s transformation from a hardware-focused company to a global technology and services leader illustrates the power of innovation-based funding. Faced with changing market dynamics, IBM strategically redirected its funding efforts towards innovation-driven initiatives, such as artificial intelligence, cloud computing, and quantum computing. By managing an innovation portfolio, IBM positioned itself as an industry pioneer, leveraging innovation as a catalyst for sustained growth and reinvention.

Cultivating an Innovative Organisational Culture

Managing innovation portfolios extends beyond funding structures; it hinges on cultivating an organisational culture that values creativity, experimentation, and agility. Google’s “Moonshot Factory,” Google X, exemplifies this ethos. With a mandate to pursue audacious and transformative projects, Google X fosters a culture where failure is embraced as a stepping stone to breakthroughs. This cultural commitment aligns with innovation-based funding, enabling Google to explore uncharted territories and redefine industries.


The evolution of funding models reflects the need for adaptability and alignment with changing business landscapes. As organisations navigate the complexities of today’s world, the imperative of innovation-based funding becomes increasingly evident. By managing innovation portfolios as a strategic approach, businesses transcend the limitations of project, product, and value stream-based funding models. Tesla’s disruptive journey, IBM’s transformation, and Google’s audacious culture all underscore the transformative power of innovation-based funding. In an era where innovation propels growth and resilience, the shift from conventional funding paradigms to an innovation-centric approach stands as a decisive step towards sustainable success. This evolution is not just a financial strategy but a declaration of commitment to embracing change, seizing opportunities, and leading with resilience in a rapidly evolving business landscape.