Innovation comes from people who are creative and have deep knowledge about user needs, behaviors, feelings, and experiences. True innovation must be radical to create real change, though it is expensive and correlated with major transformations rather than small improvements. There are different types of innovators like entrepreneurs, intrapreneurs, and process innovators who have the most impact. Organizations must challenge the status quo in a systematic yet flexible way and understand the different talents of discovery-driven people who associate, question, observe, network, and experiment versus delivery-driven people who are analytical, planning-oriented, and self-disciplined.