Today, organizations should be highly innovative and creative in order to survive on the market in 5–10 years. The digital transformation sometimes requires completely new business models or at least sectors. But where does this spirit of innovation, the inspiration, this radically new thinking come from? In many industries, the call for innovation has almost become a mantra. There is sometimes talk of “innovation terror” or at least of the compulsion to be innovative here, today, immediately and in all areas. Those who are only familiar with drivers from the outside – external consultants or competitive intelligence – quickly reach the limits of their own potential. But how does one encourage innovation in one’s own workforce – in line with the individual corporate culture and, above all, based on expertise gained over decades?