We attribute success or failure to innovation. It seems whenever a company is behind on its product strategy or an agency lagging on producing their best work, we often blame it on lack of innovation. True innovation is an unconscious process that’s brought about by a set of active characteristics. Historically, there was never a moment when an inventor or a team decided to wear a cap of “innovator” to develop breakthrough moments or new products. The breakthrough moments occurred due to experimentation, accidents, collaboration and passion to change the status quo.