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" ... Pisano: The problem is often not where they look but where they don’tlook for ideas. If you ask where ideas for innovation come from and companies say, “Everywhere. We’re open to everything,” watch out. Their ideas might come from the same places: the same customers, same suppliers, same opinion leaders, same universities. Without even realizing it they get grooved. It’s better to talk to different customers, suppliers, opinion leaders, and people in different geographies. ... "