Right answers to wrong questions virtually guarantee failure. Innovators betting on “out of the box” thinking or “faster, better, cheaper” innovation paradigms for success all too frequently find themselves — and their customers — disappointed. Asking “how can we build a better mouse?” in an era of touchscreen and haptic virtuosity is not a recipe for success. Just-in-time innovation healing the pains customers have in the “here and now” may be wonderful — but it’s the very definition of tactical, rather than strategic, investment.