Steve Wunker, a master of innovation, says these Three Big Myths are holding most companies back.

Myth #1: A company needs to invent a better product or service to be “innovative.”
Myth #2: The hardest part of innovation is hitting on the “big idea.”
Myth #3: Innovation is the exclusive province of high-tech companies.

Wunker says every company, big and small, can innovate, but the real secret is to trailblaze, to go where no company in your category has ever gone before. Listen and learn as Steve Wunker tells roving reporter Rotbart Where to begin, How to begin, and Who should lead the effort.