Consumers might not appreciate the scare tactic when they are learning about the problems associated with homegrown drugs, like Vioxx.

FORBES: Spin Doctors

Instead of placing the burden of on the shoulders of business heads, the CITO must create an innovation function in his organization, in which practitioners are systematically learning about the problems the business is having, and the information needed to support the business.

FORBES: How and Why Techies Must Lead and Manage IT Innovation

He's exploring the parks and wildlife refuges of the East Coast, learning more about the problems encountered by the animals and plants with which we share the planet.

CNN: Trekking 5,000 miles to connect man and wildlife