"Innovation has moved from a distant abstraction in the business world to a front-and-center deliverable that is expected to show evidence of impact. But there is no guaranteed formula for finding ideas and executing on them for sustained impact. Users and buyers set moving expectations, investors are demanding and unforgiving, and society expects companies to contribute beyond the bottom line. Change makers operate within the polarities of innovation—innovation is cool yet threatening, inevitable yet unpredictable, attractive yet avoided—and remain undeterred. They want to solve real problems by getting stuff done, even with the uncertainty, unpredictability, and ambiguity that defines their journey. They are guided by purpose, and are driven to create value benefiting investors and employees, users, buyers, partners, and the broader community in which they exist. They don't accept the status quo. They operate with urgency, and speed their progress by rolling up their sleeves and learning on the fly."