So innovation is this super important thing, right? Without it, we wouldn’t have microwaves or modern medicine; we’d still be living in a world where we have to use our hands to flip a physical switch to turn on the lights. Almost 80% of CEOs say innovation is key to the growth of their companies. But with all of our hopes of future profit and driverless commutes, there’s just one problem: innovation is hard — like really, really hard. In fact, CEOs also consistently cite innovation as one of the greatest challenges facing their businesses. So what’s going on here? Why is coming up with new things so dang hard?