This document discusses unleashing innovation across the value chain as a mantra for growth. It defines innovation and the value chain model, and argues that those who can inject innovation into every activity of the value chain and build good relationships will profit most from innovation in global value chains. Examples are given of innovators like Steve Jobs and Howard Schultz, and how companies can innovate in primary activities like operations and logistics as well as supporting activities like procurement, technology development, and human resources. The conclusion emphasizes that innovation comes from ideas and changing routines rather than chemical formulas or markets, and stresses the importance of imagining, implementing ideas, and not letting lack of resources stop innovation.