Innovation is one of the concepts that can be described as attractive, prolific and magnifying. Nothing can match the prestige of describing an organization as innovative. It implies creativity, imagination, effectiveness, efficiency, leadership, productivity, success and impact. Innovation can provide museums with a platform to systematically reflect upon their practices and produce novel ways to achieve their missions. While innovation in the last few years has gained considerable grounds in the museum sector, it seems that innovation as a term and concept, was pushed into the sector by outside players. The consequences of the 2008 great recession, as discussed earlier, mark a major paradigmatic shift in how museums conduct their work. This shift, represented in the growing interest in the concept of innovation, and its associated values are in a nascent phase, but it certainly has the potential to fundamentally change how museums operate for many years to come.