The biggest challenge facing innovation today is neither creativity nor entrepreneurship; it is helping people to understand something that doesn't yet exist, something abstract. Although this abstraction already exists in the mind of its creator, the words and practical examples to provide clarity to others are still missing.

For this reason, at the outset of the innovation process, it is important not to try too hard to prove that your ideas will work but start by using your passion to convince other people to join you - and make them work. The only way to achieve this is by storytelling and metaphors.

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