The School of Thought

A comprehensive framework for understanding and implementing innovation through the Competing Values Framework, Innovation Genome, and Innovation Code methodologies.

The Innovation Framework

Over four decades of research and practice, Jeff DeGraff has established a comprehensive school of thought around systematic innovation development. This framework recognizes that different types of innovation require different approaches, and successful organizations master multiple innovation practices simultaneously.

Core Premise

Innovation doesn’t emerge from a single “right way”—it emerges from the productive tension between competing approaches. The organizations that excel at innovation aren’t those that choose one practice over others, but those that learn to balance and integrate all four competing values.

The Competing Values Framework

Co-created by Jeff DeGraff with Robert Quinn, Kim Cameron, and John Rohrbaugh, the Competing Values Framework is one of the most widely used organizational effectiveness models globally. At its heart are four distinct innovation practices:

Create (Yellow)

Breakthrough Innovation

Focused on radical innovation, experimentation, and creating entirely new markets or categories. This is the realm of entrepreneurs and visionaries who challenge conventions.

Emphasis on creativity and risk-taking
Future-oriented and experimental
Values: Flexibility, freedom, and novelty

Compete (Red)

Competitive Innovation

Centered on speed to market, beating competition, and achieving results quickly. This practice drives incremental improvements and rapid response to market changes.

Emphasis on speed and agility
Market-driven and competitive
Values: Achievement, results, and winning

Control (Blue)

Sustainable Innovation

Focuses on process improvement, efficiency, and systematic innovation. This ensures that innovation is scalable, repeatable, and sustainable over time.

Emphasis on systems and processes
Quality-focused and reliable
Values: Efficiency, consistency, and excellence

Collaborate (Green)

Community Innovation

Built on collaboration, co-creation, and stakeholder engagement. This practice harnesses collective intelligence and builds innovation ecosystems.

Emphasis on relationships and teamwork
People-centered and inclusive
Values: Participation, empowerment, and shared success

Innovation Genome & Innovation Code

Building on the Competing Values Framework, Jeff developed two complementary methodologies:

Innovation Genome

Every organization has a unique “Innovation Genome”—a combination of practices, values, structures, and resources that determines their natural innovation patterns. Understanding your genome is the first step to intentional innovation development.

Innovation Code

The Innovation Code provides practical tools for reconciling competing priorities and driving breakthrough performance. It recognizes that innovation emerges from constructive conflict—the productive tension between opposing perspectives.

Foundational Concepts

Constructive Conflict: Innovation thrives on the productive collision of different perspectives, not on consensus
Paradox-Based Change: Transformation emerges from embracing contradictions rather than resolving them
Creative Tension: The friction between competing values generates breakthrough insights
Ambidextrous Organization: The ability to simultaneously exploit existing capabilities while exploring new opportunities
Wholonics: Innovation as an ecosystem where diverse elements interact dynamically

Explore Each Dimension

Influence – How innovation thinking shapes leaders and organizations
Ideas – Core concepts and frameworks for practical application
Living Laboratory – Real-world examples and case studies