Innovation has become a new priority for business. Executives, particularly chief information officers (CIOs) must determine which components of information access and management will provide their companies with a competitive edge in the marketplace. While statistical analysis of data remains a CIO task, these executives are increasingly called upon to interpret the data and use it to create innovative strategies. The new breed of CIO must promote information as critical to the successful development of innovation in products and services. CIOs must encourage a corporate environment that creates a process for innovation. This involves developing new value propositions for both the company and its customers. Such a process links new market needs with a firm's knowledge and capabilities. When developing new products and services and bringing them to market, organizations must combine innovation and organic growth in a unified strategy that researches the wants and needs of a target audience, understands how a product affects end users, and comprehends societal trends in a specific market. Successful innovation processes have been used by Inventables in its DesignAid kit, which keeps its customers up to date in the area of design technology. BodyMedia, a biotechnology firm, integrates its products and services by offering continuous body monitoring through its SenseWear armband. During Deepak Kapur's tenure as executive director of the truck division at Ford Motor Company, he relied on what he calls pragmatic innovation, a balance of creativity and profit, to develop a successful limited edition truck identified with cowboy life and the King Ranch. These companies illustrate how information about market dynamics and the things that customers value drives innovation in business.