Most of a company's week goes to capturing value. Serving customers, invoicing, fixing what broke. Necessary work. But it only harvests what was planted earlier.
Creating value is different. A new product, a new market, a tool that changes how the team works. It has no deadline and no face, so it loses to urgent work every time. Nobody plants, and nobody notices until the harvest gets thinner.
You can't out-discipline urgency. You can budget it. Decide, in advance, that a fixed slice of your effort goes to creating what you'll capture next year. Ten percent, every week.
Pick a number. Defend it like a customer deadline.