"By using new materials we innovate our products."

"Innovation is about developing new products."

"Improving our products to be better than our competition"

"Innovation is about new business models."

"Service innovation in addition to our products."

All of these (and many more) are valid interpretations of innovation.

Obviously people have very different interpretations of what innovation is. Different kinds of innovation often require a different approach and different skills. How can we expect to inspire people to engage in innovative work without having defined what innovation is for us?