The notion of innovation within companies is under pressure. More and more products look alike and due to increases in scale, increasing transparency and quicker knowledge exchange, it is becoming more and more difficult to stay innovative. Most profit is currently obtained by improving processes or varying on existing products. The boundaries of that have been reached, however, and the profit margins on existing products are now under pressure. Companies can only survive if they actually start innovating, whether they like it or not. Many of them will feel like being thrown in at the deep end. By linking a group of innovation-oriented employees to a number of external specialists and offering them time and space, however, the tide can be turned.