This article proposes a new IT-based framework for innovation that involves using data and analytics tools to create new value. It discusses innovation as the intersection of invention and insight leading to social and economic value. The article identifies five pillars of innovation: augmenting products to generate data, digitalizing assets, combining data within and across industries, trading data, and codifying a distinctive service capability. It provides tips for inventing new values by assessing available and potential data sources. The key point for managers is to realize the importance of innovation by implementing the five pillars to ensure innovation and answering questions to create new business values.