Transformational innovation

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.