We do live on money, but...
We do live on money, but part of the process of "getting money" from customers involves creating things they actually wish to purchase, buy, and use. Over the long-term, a company with no eyes looking to the future that fails to innovate will suffer as their products stagnate in the marketplace, and will move on to a downward spiral once their products become useless because they're out of date--or are perceived that way in the market.
The overall point (that everybody should be responsible for innovating in some portion of their work-week) is a wise idea, even if dedicating 20% of every FTE to it isn't-as-wise of an idea.
