Innovation is widely prized in the business world, and for good reason. Leading innovators report faster revenue growth than their peers, and often see better employee retention and higher customer lifetime value. Yet, the innovation path isn’t always clear or easy to navigate.

To get a clear picture of how businesses are approaching innovation today and whether they are prioritizing the innovations that matter most to consumers, Harvard Business Review Analytic Services surveyed 1,000+ executives and 1,000+ consumers worldwide. The research found that while most organizations understand the importance of innovation for financial success, only 17% actually qualify as innovation leaders.

So what separates the innovation leaders from the rest of the pack?