For a market leader to stay a market leader, innovation needs to mean more than an odd hackathon and photo ops at SXSW. Innovation requires a realignment in cultural values if not a complete reset. There needs to be deep integration into all areas of the business from employee engagement at entry level to strategic considerations at the c-suite. Don’t be fooled by the fancy business case which can be easily manipulated. Strive for the real thing. Work with employees and customers to remake identity and rally around it. What is the vision for Major Corporation 2.0? Figure that out and stick to it with the fury of 3 full-grown dragons. Reigniting the passion with which the company was built is the real step 1.