ABSTRACT

This chapter introduces the first barrier that most businesses struggle with in utilising innovation to fuel business growth, which is that the leadership and employees lack a shared agreement and understanding of what innovation means to the business. Without this, innovation activities lack alignment and people head off in different directions. This situation is made worse by the overuse of the word innovation throughout the business and academic communities, building it up into a business buzzword across multiple sectors and representing a multitude of meanings, all of which has led to a general confusion about what innovation actually is in a business context, and what it isn’t. The chapter closes with a brief review and reminder of the previous author’s books on innovation processes and innovation organisations to serve as a foundation for the reader’s understanding of the remaining chapters.