Innovation management teams of smaller and medium companies are often struggling to think their way out of the box. They still tend to fall into the mistake of misunderstanding the innovation concept.

Considering as such only rocking technological and scientific developments, they fail to notice many other ways and results of smaller and bigger innovation that take place in their own company (e.g. marketing or organizational). First of all, this blindfolding needs to be left behind. The other common mistake is to rely on a small group of big brains to do all the thinking. The real challenge of innovation management is to channel and organize the creative energy of the employees and stakeholders towards a single goal.