As business cultures age, established brands and products become obsolete, and with marketplaces evolving ever faster, obstacles to innovation become larger and more costly. This has created a paradox in that, the more new business, marketing strategies, and product innovation is needed, the more difficult it has become for companies to create products within their own organizations.

In this environment, truly innovative products and business growth solutions cannot successfully compete for the required resources, time, and management attention. This is due to the dramatically different skill sets of those normally found working daily on specific tactical product issues.