Today, every company, regardless of its maturity or that of its industry, has to scramble to differentiate and compete successfully. The marketplace is constantly demanding new products, services, business models, processes, and creative ideas. Recent emerging trends, including globalization and shifting technology – not to mention the fear of appearing obsolete or out-of-date – have increased the push for efficiency and effectiveness. We all know the buzzword for staying ahead: innovation. But What Exactly Is Innovation?