The word innovation is one of the most widely used — and misunderstood — terms in business. What used to be a means to create a successful enterprise, improve the lives of customers, and make the world a better place has been distorted to become an end in itself — usually nebulous in definition and almost always immeasurable. Clearly, innovation is broken. But innovation is not the problem. The problem is the problem — and the solution. Innovation X defines a new class of business problems — X-Problems — tough new challenges that thwart conventional planning but present massive innovation opportunities.
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