Today, there is a significant shift from selling what exists to imagining what’s next. Fifty years ago, the life expectancy of a Fortune 500 firm was around 75 years. Currently, it is less than 15 years and declining rapidly. Dynamic change and a disruptive consumer-oriented market economy are fueling these changes. Today, even the largest companies risk being marginalized, commoditized or disrupted in other ways. As well-funded startups and risk-embracing players seek to challenge prevailing paradigms and alter long-standing models, innovation has become critical, not merely to growth but to survival.