Companies aiming to balance creativity and productivity in technological innovation should take several steps. First, they should develop a roadmap that outlines anticipated customer needs and how to differentiate their product or service in the market. Next, they should form a cross-functional team that regularly meets to explore new ideas that align with the company’s innovation roadmap. This team should be given the freedom and flexibility to generate new ideas. Finally, it is crucial to ensure that this team’s activities are integrated with daily business operations, allowing innovation to align with real-time productivity.