At the macro and micro levels, governments, industries, and companies are constantly challenged by their stakeholders and customers to show relevance by adding a new value with innovative services, products, and solutions. The same stakeholders are simultaneously very demanding for the agile delivery of results with a high impact. Both competing and often contradictory demands can be challenging to be met by organizations. Innovating new and unique value often requires a different set of skill and environment (Reflective, creative process with the need for a reasonable time to experiment) than those required for delivering rapid projects (Time intensive and process-driven activity). This state of complexity is the main reason for the research study that is discussed in this article. A proposed conceptual framework to merge between some of the innovation and the project phases referred to here as “Pro-Innova” for short. It suggests a new theoretical model that integrates the innovation and project management activities, using some aspects of the design thinking and the system dynamics loops. It focuses on the complementary and shared aspects found in both areas to address the challenges, limitations, and contradictions as well as the complexity each area (Innovation and Project) has on its own.