It is tempting to direct innovation from the top. The view from there is better. Also, who else is going to make sure the work gets done? From the corner office, the rank and file may seem apathetic, or just plain slow. In younger companies, the founder genius is often the sole official source of good ideas. In older ones, hierarchy and executive ego create the same dynamic.
Executive-driven innovation is always damaging. It creates a culture where pleasing the boss beats understanding the customer. Innovation requires learning, which is an autonomous activity. Dictating solutions to an organization discourages the search for better ways to meet a customer’s needs.
Some guidance from the top is essential. Organizations need a shared purpose. But teams should be encouraged to figure out how to get there themselves. The apathy and aversion to action? Perhaps top-down management has robbed the organization of initiative. Perhaps people are simply awaiting instruction.