The word innovation is one of the most widely used - and misunderstood - terms in business. What used to be a means to create a successful enterprise, improve the lives of customers, and make the world a better place has been distorted to become an end in itself, usually nebulous in definition and almost always immeasurable. Clearly, innovation is broken. But innovation is not the problem. The problem is the problem — and the solution. Innovation X defines a new class of business problems — X-Problems — tough new challenges that thwart conventional planning but present massive innovation opportunities.