To build innovation muscle, companies must include innovation in their competency models. A competency is a persistent pattern of behavior resulting from a cluster of knowledge, skills, abilities, and motivations. Competency models formalize that behavior and make it persistent. They prescribe the ideal patterns needed for exceptional performance. They help diagnose and evaluate employee performance. It takes a lot of work to develop one, but it's worth it.
Here is a nice example of an innovation competency modeled developed at Central Michigan University through a collaboration of authors. It could be customized to address the specific needs of a company or industry.