The document discusses innovation processes used by different consulting firms. It provides an overview of the firms IDEO, frog, and Gravity Tank and compares their approaches. While the traditional consultant is described as formal and rigid, the innovation consultant is flexible and thinks outside the box. The firms apply different frameworks in their processes such as IDEO's framework focusing on observation and inspiration. There are also some differences in the firms' focus, with IDEO working on a wide range of clients, frog focusing on engineering, and Gravity Tank emphasizing getting things done. However, the document notes there is little differentiation among the firms' approaches which can be shades of grey.