The simple question “Why innovate?” leads us to examine the strategic nature of innovation. We know innovation is a strategic necessity, because the purpose of innovation is to ensure that your organization survives, and the evidence overwhelmingly shows that any organization that doesn’t innovate probably won’t stay in business for long. Hence, the innovation process should be aligned with the organization’s strategy, and innovation should be a key factor that defines how the strategy will be realized. The relationship between strategy and innovation, and the condition that they are enabling and driving each other, is an essential cornerstone of the Innovation360 Framework. The why questions cover whether the organization aims for profit or growth. In the case of NGOs and NPOs, profit can be interpreted as utilization, for example citizen/member advantage or usage. The why questions also address the degree to which the organization focuses on small, incremental improvements or radical innovation, whether the organization is pursuing both at the same time.