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Gβs Future Works is an organization consisting of multidisciplinary teams, led by a general manager. Its primary objective is to seek out innovation opportunities that create new consumption, which can be used as the basis for creating new businesses, thereby resulting in net extra sales and profits. Unlike innovation teams that reside in the business units, Future Works is not constrained by existing category paradigms. Rather, it explores discontinuous ideas that might create a new category or segment, cut across existing categories, or create an adjacency to an existing business. This includes new business models and partnerships,
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A.G. Lafley (The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation)