Innovation isn't magic. On the contrary, to an outsider innovation activities can appear quite routine and maybe even boring. With a disciplined process, the practice of innovation can be systematized and practiced with rigor.
Our purpose is to empower and help people innovate. We work with the 16% of like-minded people who identify themselves as innovators (2.5%) or early adopters (13.5%). They're found disproportionately at the foundation of the org chart because that's where the real work gets done.
Read more in Geoffrey Moore's excellent book "Crossing the Chasm."