Cloud computing has revolutionized the way businesses operate, offering scalability, agility, and cost-efficiency. European enterprises recognize the critical role of the cloud in driving innovation and staying competitive in today's digital economy. However, unused cloud services and wasteful spending have emerged as significant challenges. This article explores the importance of cloud for innovation, the factors contributing to wasteful spending, and strategies for European enterprises to maximize the benefits of cloud while minimizing unnecessary costs. By optimizing cloud usage, organizations can unleash their innovation potential and achieve greater efficiency.