Description: Organizations around the world have devoted countless resources-including time, energy, and mindshare of top executives-to the challenge of innovation. And they have, naturally, optimized what they do for efficiency. But if all this effort is aimed at answering the wrong questions, it's sitting on a very tenuous foundation. They spend time and money compiling data-rich models that make them masters of description but failures at prediction. We don't have to settle for that.