Innovation, in today’s chaotic business environment has emerged as the primal strategy for driving faster growth, increasing revenue share and even survival! It is increasingly becoming a fundamental factor helping companies cope with disruptive technologies, short product lifetimes, super low cost competition, the need to replace products sooner and the ammunition to face new competition. Innovation is simply not about inventing, re-inventing and churning out new ideas. And, it doesn’t just create new products or services. It unlocks hidden value in existing ones – thereby reinvigorating a business without completely reinventing it. It is a disciplined process by which an idea is generated that result in significant economic value creation and improved customer experience.