• Defines its management systems and business practices. Saying innovation is important is not enough. • Shapes its every product, service, and solution offering. • Differentiates IBM's ability to help clients transform themselves for competitive advantage 1. idea generation and execution; 2. climate for creativity, by transforming day-to-day management systems and practices; 3. structure and incubation that nurture innovation; 4. incentives and metrics that reward and recognize innovation; and 5. technology and tools to help people collaborate and innovate worldwide.