"More than ever, innovation has become a prime success factor, yet we all have experienced some kind of fatigue as the term has become a cliché. In this book, Alf Rehn looks critically at the evolution of innovation practices throughout the past decades and teaches us new techniques on how to embrace innovation 4.0. An absolute must-read for anyone who wants to succeed, or just survive, in today's world."

Antonio Nieto-Rodriguez, author of 'The Project Revolution' and 'The Focused Organization', and named World's Leading Champion of Project Management by Thinkers50

"Some innovation is a quick fix, some takes a lifetime of dedication. Some new ideas are new products or services, while other new ideas bring revolutions in the way people live or think. In this important book, Alf Rehn urges leaders to reject wasteful stereotypes of creativity and to embrace the truths needed to deliver powerful real-world innovation. If innovation is deviance in practice, then Rehn is a most practical deviant."

Max McKeown, author of 'The Innovation Book'

"Now that the global innovation hype bubble is bursting, the world desperately needs a dose of straight talk. It's time the clichés were put up against the wall and out of their misery. Alf Rehn brings his no-nonsense, shelve-the-bullsh*t style to this refreshing reset on what innovation is, what it can do, and how organizations might finally realize its value. He shows innovation isn't just about desire or a popular process, but requires deeper cultural intervention and an embedded mindset."

Scott Smith, world-leading futurist and founder of Changeist