INNOVATION IS NOT WHAT INNOVATORS DO....IT IS WHAT CUSTOMERS ADOPT . Michael Schrage Research Fellow, MIT Sloan School´s Center for Digital Business USA Innovation is not about good new ideas. It is about good new ideas that customers will pay a premium to adopt and use! The most innovative organizations fuse ´marketing´ and ´innovation´into an integrated strategy for growth. The key is to understand how your inventions will affect customer relationships and develop strategies that help customers embrace your innovations. Michael Schrage is one of the world´s most innovative thought leaders on innovation. He is a powerful speaker with a very direct and enganging style. Michael is a senior advisor to MIT´s Security Studies Program and consults to U.S. government on national security systems innovation. He is the author of two critically acclaimed books: Serious Play: How the World´s Best Companies Simulate to Innovate and Shared Minds – The New Technologies of Collaboration Michael is also a columnist for Fortune, CIO Magazine and MIT´s Technology Review, and is widely published in the business press. . Next Speaker