Establishing the conditions that encourage innovation is the best way for your company to develop an environment that lets you produce offerings with new and novel value—innovations in the eyes of your users. The most innovative companies do this instinctively—perhaps because of the culture instilled by superstar leaders, by a conscious and successful effort, or by the emergence of the right conditions after things just fell into place.

But the fact is that every company can develop this innate innovation capability—something I call an “innovation biome.” Companies are inherently innovative, and their employees often have great ideas that can become market winners. The problem is that companies often don’t have an environment to germinate and nurture great ideas because they believe that these ideas are “out there” somewhere. It is critical that your organization focus on innovation from within by recognizing the innovation in front of you.

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