Routine innovation success requires learning an emerging discipline of innovation that involves setting a direction, creating an innovation agenda, reliably and repeatedly developing compelling concepts and then launching and growing the businesses that deliver them.

Executives everywhere admire innovative enterprises and want to innovate themselves. But most companies fail to deliver surprising, game-changing innovation. Why?

Simply put, they see their opportunity too narrowly, focusing on only one of ten types of innovation. Then, acutely feeling the need for fresh thinking, they put too much faith in creativity enhancement, which also doesn't get them very far.