One of the reasons we are hiring all these scientists is to try to innovate at the level of core competencies and the science of comprehension.

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Zyman's message is made clear by his title--companies that try to innovate their way to greater sales and profits will fail more often than those that renovate their way to growth.

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As for the corporate embrace of innovation: before we give in to temptation, and dismiss these efforts as cynical platitudes, consider the following: what if a senior leader within a large company decided she genuinely wanted to innovate, to try to get a traditional corporation to think differently, to share ideas better, to express passion and enthusiasm, and to leverage scale to maximize the impact of such innovative thinking.

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