Innovation has attained rock star status as a corporate priority and societal imperative. At the helm in many large organizations is the CINO -- the Chief Innovation Officer -- who is tasked to lead the development or process, products, personnel and measurable performance. Yet there is reason to be concerned: many trends point to the possible eradication of this corporate role, the CINO, unless lessons from the past 25 years are applied. The InnoQ Model represents one way to avert role extinction.