In my career I have progressed through music and film, on to creative and technical roles with Apple, startup companies and most recently as a managing consultant with IBM in the areas of organizational innovation and change. I apply all those experiences in my own consulting practice working from small local enterprises to global corporations. Yet having seen more good ideas fail than succeed I have pursued doctoral studies to understand why that is so. And I feel I have come up with some answers. Building a strong synergy between your business, purpose, technology and people is the key yet it requires a new way of perceiving innovation and developing your business.