Everyone is. We are looking at an recession environment where innovation is probably the greatest hope for companies and a time when innovation is most prevalent. Companies like IBM, like google, even Accenture are all trying to find ways to use innovation, to use theories of innovation to create new markets, to actually find new markets.
Our belief is that one doesn’t use innovation. Innovation is the process; innovation is the thread; the foundation. We need to understand innovation, we need to find a way to observe innovation…then work with what is already happening; understand the motion that exists then enter into the field armed with understanding of those dynamics.