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Innovation has become a primary force driving the growth, performance, and valuation of companies. There seems to be a wide gap between the aspirations of executives to innovate and their ability to execute. Many companies make the mistake of trying to spur innovation by turning to unreliable best practices and to organisational structures and processes. Moreover, executives who focus on stimulating and supporting innovation by their employees can promote and sustain it with the current talent and resources more effectively than they could by using other incentives.