We keep rediscovering that the root reason for established companies' failure to innovate is that managers don't have good tools to help them understand markets, build brands, find customers, select employees, organize teams, and develop strategy. Some of the tools typically used for financial analysis, and decision making about investments, distort the value, importance, and likelihood of success of investments in innovation. There's a better way for management teams to grow their companies. But they will need the courage to challenge some of the paradigms of financial analysis and the willingness to develop alternative methodologies.