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This book argues that the culture of a firm is the root driver of the firms innovativeness. It describes the three traits of a relentlessly innovative culture: a willingness to cannibalize successful products, embrace risk, and focus on the future--and the three practices that help cutlivate these traits: providing incentives for enterprise, empowering product champions, and encouraging internal markets. The first chapter of the book spells out the critical role of culture in innovation, followed by 6 chapters which detail the theory, evidence, and examples for each of the six components of culture. The book concludes with a discussion of alternate theories for innovation and the theory and evidence in favor of culture.