This paper introduces a value-driven cybersecurity innovation framework for the transportation and infrastructure sectors, as opposed to the traditional market-centric approaches that have dominated the field. Recontextualizing innovation categories into sustaining, incremental, disruptive, and transformative, we aim to foster a culture of self-innovation within organizations, enabling a strategic focus on cybersecurity measures that directly contribute to business value and strategic goals. This approach enhances operational effectiveness and efficiency of cyber defences primarily, while also aligns cybersecurity initiatives with mission-critical objectives. We detail a practical method for evaluating the business value of cybersecurity innovations and present a pragmatic approach for organizations to funnel innovative ideas in a structured and repeatable manner. Lastly, shifting the focus from general market appeal to sector-specific needs, our framework provides cybersecurity leaders with the strategic cyber-foresight necessary for prioritizing impactful initiatives, thereby making cybersecurity a core business enabler rather than a burden.