The days of process management are fading away, and the age of innovation is upon us. Work tasks that can be standardized are finding themselves automated by machines or outsourced to foreign entities. This is ushering in the era of knowledge creation, where an organization's goal is to discover how to find and take advantage of new value in the market. Maintaining the status quo is becoming easier with cheaper methods to execute repeatable processes; the emphasis has shifted to continuous growth. Executive leadership teams now realize how critical an investment it is to enable team creativity.