What is it about iconic organizations that allow them to respond with innovative solutions to marketplace needs? What is it about their approach to business that allows them to create better products, sleeker designs and more efficient systems that consistently earn them top spot in their industries?

Is it the creative genius of their marketing departments, or the talents of their research and development teams? Maybe it’s how they leverage technology? Or is it that innovative organizations simply are more clever than the rest of us? Turns out, innovation has far less to do with “thinking outside the box” than it does with finding a better box.