Innovation logo


Creating new or significant improvements to current reality.

Innovation uses creativity in the act of turning new and imaginative ideas into reality. Innovation & Creativity is characterized by the ability to perceive the world in new ways, to find hidden patterns, to make connections between seemingly unrelated phenomena, and to generate solutions. It involves two processes: thinking, then producing.

Creativity is the process of bringing something new into being, using our ‘inner’ pool of resources such as knowledge, insight, information, and inspiration. Creativity requires passion and commitment to combine things present in extraordinary new ways. If you have ideas but don’t act on them, you are imaginative but not creative.

Creativity begins with a foundation of knowledge, learning a discipline, and mastering a way of thinking. You can learn to be creative by experimenting, exploring, questioning assumptions, using imagination and synthesing information. Learning to be creative is akin to learning a sport. It requires practice to develop the right muscles and a supportive environment in which to flourish.

Studies by Clayton M. Christensen and his researchers  uncovered The Innovators DNA: Your ability to generate innovative ideas is not merely a function of the mind, but also a function of five key behaviors that optimize your brain for discovery:

  • Associating: drawing connections between questions, problems, or ideas from unrelated fields
  • Questioning: posing queries that challenge common wisdom
  • Observing: scrutinizing the behavior of customers, suppliers, and competitors to identify new ways of doing things
  • Networking: meeting people with different ideas and perspectives
  • Experimenting: constructing interactive experiences and provoking unorthodox responses to see what insights emerge

Concepts in this Category


The lean-agile model reinvents the concept of planning. It shifts the focus of planning from predicting to the measurement of actual effects. The mentality is to "plan your tests and test your plans", where the plan does not enumerate the precise tactics to follow as no one knows in advance which ones will be successful. Instead, best guesses guide multiple small tests and efforts are adjusted after discovering what works (and what doesn't work).

Related Articles Show Summaries

Validated Learning


Teams build prototypes of varying degrees of fidelity to capture design concepts and test on users. With prototypes, you can refine and validate your designs so your brand can release the right products.


Research and Development