Innovation is one of todays hottest business topic and Fortune 500 companies are ramping up innovation efforts after years of focusing on bottom line efficiencies. So why do so many still struggle with realizing the opportunities they expected to gain from these innovations? Adam Richardson offers fresh approaches to innovation that tackle head on a new class of business problems and innovation challenges that come from a confluence of competition appearing from unexpected quarters, stagnation in understanding customers and new growth opportunities, and customers becoming more interested in experiences than products. These problems are a double-edged sword: mercilessly risky and complex but at the same time presenting huge opportunities for growth and sustained competitive advantage. Conventional wisdom in the past ten years has been to crank up the innovation engine to solve complex competitive challenges, but in fact this can make the situation worse, not better.