Do you find innovation a maze? In creating your new business case, do you find you get stuck by what seem like insurmountable obstacles along the way? Many people experience innovation as a maze and get lost or stuck in their journey behind obstacles such as having no internal support, a lack of resources, no time, and no inspiration, meaning that statistically, eighty percent of all innovation projects never reach the market. This book is a practical guide on how to navigate the innovation maze. It shows four clear routes from different natural innovation starting points and guides you through overcoming the obstacles to successfully deliver new business cases for products, services, and business models. This much-needed hands-on guide-written by Gijs Van Wulfen, a recognised authority, author, and keynote speaker on innovation and creativity-gives clear directions on how to effectively overcome these obstacles and deliver. The Innovation Maze makes innovation simple, delivering a coherent approach to the creation of new business cases. Written for startups, entrepreneurs, managers, consultants, and those who are looking for practical real-life advice to successfully get through the innovation maze.