The paper is dealing with two concepts: Innovation and Quality. Those two notions are well known, much desired, but to most of us they look like just mutually exclusive alternatives. The paper shows the unity and struggle of these two sides of a profitable organization, and discusses the fundamental rules for achieving their balance driving to business sustainability and success. In conclusion, the QIQI cycle is introduced. It seems that finally the Quality is primary! What Quality? Quality of the main processes in an organization, especially Quality of the Decision Making and the Change Process Management - this Quality is the primary condition for success. But to achieve such a Quality of the Process you have to… Innovate an existing one.