Innovation can be straightforward, as long as you know what you are doing, the result you are after, a defined process and commitment to landing ideas. What makes innovation fail so regularly are the misinterpretations that swirl around businesses the world over. With no clarity and commonality as to what innovation is, assumptions manifest and dilute the original aims leading to high levels of failure. That is because creativity and business are often at odds. Creativity laments business because it’s never as brave as it needs to be. Business strangles creativity because it needs to avoid one thing, risk. At Orbit & Anchor, we combine both creative and business mentalities into one company. At its core is a deep understanding of types of innovation and the right framework to succeed. That framework uses creative orbiting and a process grounded in business anchoring.