Niccolo Machiavelli wrote, “Never waste the opportunity offered by a good crisis,” but not all crisis-driven innovation is of the self-serving Machiavellian type. Current necessity has driven near-term innovation in, for instance, the making of health care supplies like masks and ventilators. The question is, beyond greedy opportunism and saintly altruism, how are companies handling innovation during the COVID-19 crisis?