Traditionally, company experts and outside collaborators innovate by developing the knowledge map. Success or failure of incremental innovation hinges on this path. The role of creative
ignorance suggests the knowledge map should be abandoned and replaced with a new methodology, that of creative ignorance. Using narrative examples of innovators and companies worldwide, he
introduces the charateristics of successful path creators that overstep the boundaries set by knowledge maps to open up new, unprecedented routes and connect them with each other. In doing so,
path creators reveal latent, unexpressed needs of consumers and drive innovation forward.
