The word "innovation" is surrounded by a great deal of buzz in today's tough economic climate, with many analysts upholding "creative new ideas" as a way to survive and thrive during this recession. But as Michael J. Moscynski, a vice president with Juran Institute, writes on page 40, "Random, innovative ideas, no matter how clever, will not deliver economic success unless they meet a customer need better than the current method or fulfill a previously unknown or unmet need."