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THE MYTH OF 
INNOVATION 
We live in a world of idiots. 
@inthecompanyof
INNOVATION: 
DEFINITION
GOVERNMENTS
GROWTH ENGINES
CORPORATES
NEW(ISH) PRODUCT
BRANDS
MARKETING
STARTUPS
“NEW” TECHNOLOGY
WHO PAYS FOR IT?
NO ONE CAN 
AGREE.
MARKETING?
BUSINESS 
DEVELOPMENT?
R&D?
REAL PEOPLE
TANGIBLES.
DELIVERABLES.
SECRET SAUCE.
COMMUNICATION
PROCESS
TECHNOLOGIES
SUMMARY
NO ONE KNOWS 
WHAT IT IS
NO ONE KNOWS 
WHO’S PAYING FOR IT
INNOVATION: 
EVERYONE WANTS IT. 
NO ONE WANTS TO LOOK AFTER IT 
NO ONE KNOWS WHAT TO DO WITH IT
THAT’S ALL I KNOW.

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The Myth of Innovation

Editor's Notes

  1. Innovation is a new idea, device or process.[1] Innovation can be viewed as the application of better solutions that meet new requirements, inarticulated needs, or existing market needs.[2] This is accomplished through more effective products, processes, services, technologies, or ideas that are readily available to markets, governments and society. The term innovation can be defined as something original and, as a consequence, new, that "breaks into" the market or society.[3]