This document discusses the need for organizations to embrace innovation and change in the digital era. It notes that the average lifetime of S&P 500 companies has decreased significantly in recent decades due to digital disruption. The document advocates for a more collaborative and agile approach to innovation, as most large organizations are structured in a siloed and rigid manner that is slow to change. It presents three principles for unlocking innovation: involving many people in the ideation process to leverage collective genius; embracing an entrepreneurial mindset that tolerates initial failures and rapid iteration; and creating prototypes early to get feedback and improve ideas.