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The innovation term has been so widely misused that the confusion observed among the companies trying to get themselves into the innovation realm is a common and natural consequence. The lack of understanding of the innovation dynamics, flow and metrics generally culminate in a non-well-thought implementation of innovation processes and policies that are usually tragic in the short term. The most common consequences are the loss of credibility of the innovation process in general among leaders and employees, and the loss of credibility of the company as an innovative company among suppliers, partners and customers, causing these companies to abandon this powerful tool and, as consequence, to limit their capabilities to compete in the future. In order to prevent this from happening, companies that were not built upon innovation will need to grow capability and change cultural priorities to match the demands of the innovation process.