Many people equate innovation with technology – a dangerous halftruth and a serious underestimation of the tremendous variety of innovation. Innovations add value or fail. There is no economic added value without adding values. Values are about culture, about organising our life. The more radical an innovation, the more distant it is from what we know and recognise, and therefore the greater the risk of failure. That is not necessarily bad. It is, however, possible to decrease this ‘cognitive distance’ by understanding the cultural side of innovations. That is the aim of this book.