In the IT sector innovation is often what sets a company apart, differentiating it from the rest of the industry. While a one-size-fits-all recipe for innovation is yet to be determined, innovation can emerge at the crossroads of specific processes, techniques and disciplines. Through a series of practical examples drawn from direct industrial experience, this talk will focus on the innovation process, with specific emphasis on the multiple iterations required to bring a product to life. Specifically, it will discuss techniques to identify gaps and opportunities, tools to shape concepts and processes to iterate concepts until they become products.