Businesses spend billions on innovation with very little to show for their investment or effort. This book challenges some of the βingrained truthsβ of innovation and suggests a different approach. Innovation is not the creation of a novel idea. It is the successful commercialisation of that novel idea. Rather than starting with a costly, time-consuming problem assessment that seeks to push potential solutions through an innovation funnel, an βimpeller approachβ starts with possible solutions and gets the market to pull the best ones forward so they can fail fast or flourish fast. This approach is made possible by the addition of a βbeeβ β a new type of integrative thinker who can harvest the existing knowledge from the βmeadow of expertsβ. Completely reversing the innovation process means organisations are much better placed to win in the market rather than focusing on finding theoretical solutions or clearing innovation stage gates. In addition, this approach also recognises that the people who shepherd the solution through the ideation and testing stage are not the same people who must then take that solution to market for successful commercialisation. Given the current innovation failure rate, coupled with the fact that society is beset with multiple wicked problems, itβs time to think differently and innovate innovation itself. This book is essential reading for Heads of Innovation and Commercialisation, Directors of Marketing, Heads of New Product Development and New Service Development, Strategy Directors, Chief Technology Officers, Government advisers and policy makers.