Do you have to be naturally creative to innovate? Or is there a method and are there tools that everyone can use innovate? We'll explore this question and others with Amnon Levav, co-founder and Chief Innovation Officer of Systematic Inventive Thinking (S.I.T.), a Tel Aviv-based innovation firm that works with organizations all over the world. Amnon will explain why innovating against the product, service or process you already have yields better ideas than blue-sky brainstorming.