Very good article indeed and couldn't agree more on "Disrupt or be Disrupted".

As mentioned, the executives have questions and a lot. A lot of executives do think about innovation as a regular part of business. Rather they should treat innovation as a necessity for creating new businesses and values to bring diversity with controlled assumptions and goals. There is no need to think that innovation can be driven same as regular business. You can't measure innovation results as same as normal business outcomes. Executives do not listen to employees about innovation and ideas. They always think of funds and risks associated with them first. Rather asking the teams to help by volunteering may produce better results for the organizations. This is why right culture of innovation is a need and every organizations can have their own strategies.