to suffocate under the pressure of business as usual. Innovation requires some empty space to move into, but most organisations are already over-full with products, customers and practices. Before adopting new ideas, we need to free ourselves from the old ones. In Intel's case these were "we need to stay in memories because that's where we develop and prove new technologies" and "we need to offer a full product range to our customers." These two ideas came close to bankrupting the company. Innovation sessions tend to be fun, and we are  drawn to innovation for that reason. The fact is, though, that innovation is easy compared to the hard work of freeing ourselves from the old in order to create the new. I'm not arguing against innovation here, but urging you to be realistic about how hard it is, and why it is so hard. My guess is that you are already as innovative as you need to be, if you could free yourself from the old ideas, practices, policies and habits that keep you where you are.