Innovation has become a mantra for organizations facing unprecedented market pressures and worldwide competition. But can it be taught or developed as a core competency? Are there rules for turning great ideas into breakthrough innovations that alter behavior and culture, change the company–customer relationship, and carve out a path to global business success? Profi ling dozens of today’s most innovative organizations, The Innovation Zone delivers a new playbook for creating a structured business model of innovation that focuses on process, not products, to generate sustainable value and competitive dominance.