_The Truth About Innovation_transforms today's most important innovation research into 50 proven "truths". Max Mckeown deliversplain, powerfuladvice on how to: * increase creativity * encourage collaboration * co-create with customers * overcome indifference * make ideas into money * thrive on change...and much more. This is the definitive, evidence-based guide to innovations - a set of bedrock principles you can rely on, regardless of your organization, role or title. Drawing onover 15 years of the author's research, consulting, training and writing experience, it can transform the way you manage innovation and the results achieved. _The Truth About Innovation_provides the guidance you need to overcome the innovation-related problems that all managers face andat the same timeimprove your managerial effectiveness. Part of The Truth About Series, each title covers an entire field of knowledge in a sharp and entertaining way. With approximately 50 honest answers to important questions in every book, you will find yourself thinking ‘aha’ as you read each page. The Truth and nothing but The Truth.