In today's business climate, innovation isn't optional; it's an imperative. Everyone wants to create new products and services, find new customers and markets, stay ahead of the competition, and work smarter instead of harder. Yet with all the focus and attention on innovation, the term has become an overused buzzword rather than a real, tangible concept. If you want to seriously pursue innovation - you need to strip away the hype. Real innovators need to transcend existing ideas, rules, and patterns to discover exciting new outcomes. They must step outside the best practice box. The spirit of a true innovator is rooted in wanting to do something that has never been done before, to solve problems that have never been solved - and to run through walls and leap over tall buildings to get there. Swoboda provides his readers with the mind-set they need to achieve true innovation.