Innovation is everywhere. The word innovation frequently appears on social media, company websites and industry workshops. As has been demonstrated in the first chapter, innovation has been investigated in a number of ways, reflecting different theoretical orientations and interests. Policymakers and practitioners organise events to talk about innovation; innovation strategies are being published in firms and projects; new job roles with innovation in their titles are being created. Innovation is argued to be essential for economic growth, industry improvement, organisational survival and career progression. This chapter provides an overview of the evolution of narratives of innovation over the last decade. It addresses the duality of structure and agency in the way narratives of innovation interact at national, firm and project levels.