Innovating is essential to sustained industrial growth and profitability. But experience amply demonstrates how difficult innovation is, especially for large companies. The synthesis of valued offerings by aligning customer needs with technology possibilities lies at the heart of innovation. System architects working at the strategic level are ideally positioned, as a consequence of their experience and training, to play a key and even a leadership role in enabling, energizing, and leading this synthesis. The scope of the architecting effort must include the process architecture of the entire value chain as well as the more conventional product architecture to address all potential wellsprings of innovation. This paper outlines an architecture-centric approach to innovation, based on the concept of the system platform architecture.