By mastering innovation over customer process life cycle it is possible to achieve leadership in life cycle business transition. Innovation is taking place in three dimensions, business, customer and life cycle innovation. Spiral innovation process over the three dimensions of this hybrid innovation enables new type of business transition with ower risk level. Business co evolution is taking place on boundaries of business models, networks and deliverables. This article introduces new concept on hybrid innovation. Continuous, hybrid innovation based on management architecture is possible through continuous relationship with customer and customer process which supports life cycle learning and knowledge catching.