ABSTRACT
The third category of key players at the co-ideation level is the category of champions. This category comprises those who have the intrinsic drive to innovate, the people who are highly motivated to create new things and who walk and talk innovation all the time. The champion of eco-innovation and sustainability is more interested than others in renewal, in innovation and in rejuvenation. Such a champion is capable of getting the subject on the agenda of the managers of the company. The champion of innovation is often seen as the central person in the innovation process with an above-average intention to create, renew and change. A champion of innovation is a walking advertisement for continuous improvement and innovation, is tireless in conceiving new ideas and does not rest until these are realized. A champion is the person who probably has more ideas than can be realized and is a source of information for others on how the business could be changed or completely turned around. The champion is also an accumulator of knowledge, is interested in everything and anyone and continuously gathers and transmits information. This information-seeking and -sharing behavior forms a valuable source of knowledge for the company. Champions of sustainable innovation are needed to create a sustainably innovative culture in an organization. They infect others with their new ideas on social, societal, ecological and sustainable affairs. In addition, they are drivers of companywide discussions about value creation for stakeholders and society. The champion of innovation is the third element at the co-ideation level of the model of eco-innovation and sustainability management (see Figure 4.1).
