The practice of innovation is mythologized in many organizations. Many consider it ephemeral, something artsy-type folks do in big conference rooms amid a storm of post-it notes. In reality, innovation is a process like any other, grounded in concrete, repeatable steps that just about anyone can learn, and ultimately perfect. So, if that’s the case, why are so many marketers struggling to drive meaningful innovation within their organizations? Our guest today has a pretty good idea. Tony Ulwick, CEO, and founder of Strategyn, has developed a process he calls “Outcome-driven Innovation,” which starts with customer needs, and ends with solutions that move the needle for brands. Tony and I unpacked why innovation efforts so often go astray and discuss the steps marketers can take to truly master the practice.