The role that individuals play in innovation is the next subject of investigation in the book, exploring the value and importance of creativity as the necessary first step of the innovation process. A number of idea generation techniques are explored to help enhance the quality and frequency of good ideas, such that people can become more creative and contribute to business success. A variety of different environments are explored as a means to providing encouragement, along with different type of events, either face to face, virtual or hybrid, that can be organised to bring ideas together and build on them. The chapter concludes with an interview with Azran Osman-Rani, former CEO of Air Asia X and now CEO of Naluri, who explains some of the techniques he has developed to get the best out of people in his businesses.