Most managers are unable to recognize innovation when it is happening right
in front of them. Their understanding of what it is and what it involves leaves
a lot of room for misinterpretation. Some think of innovation as a
broad-ranging creative process, others as simple idea-generation. Some see it
as strictly the domain of the new products department, others know it has
something to do with marketing, but are not quite sure what. Most just want
to get it ``done'', but fail to devote enough attention or dedicated resources to
it to make this possible.