---
id: "quote-innovation-as-science"
type: "quote"
source_timestamps: ["¶53"]
tags: ["innovation", "mindset"]
related: ["concept-innovation-as-science"]
speaker: "Indra Nooyi"
speakers: ["Indra Nooyi"]
quote: "First of all, don’t look at innovation as an art and sort of get caught up in the marketing hype. Look at innovation as a science."
source_url: "https://hbr.org/2025/10/innovating-at-the-core-and-for-the-future"
source_title: "Innovating at the Core—and for the Future"
sources: ["futures"]
sourceVaultSlug: "hbr-seg-futures"
originDay: 2
articleStem: "hbr-cl-91-innovating-core-and-future"
sourceUrl: "https://hbr.org/2025/10/innovating-at-the-core-and-for-the-future"
sourceTitle: "Innovating at the Core—and for the Future"
---
# Innovation as a science

> "First of all, don’t look at innovation as an art and sort of get caught up in the marketing hype. Look at innovation as a science."
> — **Indra Nooyi** ([[entity-indra-nooyi]])

The framing statement behind [[concept-innovation-as-science]] and [[framework-innovation-segmentation]].