Innovation is a key driver in today?s high technology businesses. But what is innovation? And what does it take to turn a good idea into a business success story? In this talk I?ll take a look at a number of innovative products and show what?s made them into winners. And by using ARM as an example, I?ll describe how a business can be built around innovation and how ARM developed a unique business model to exploit its key advantages. But once a company is successful, how do you maintain a competitive advantage? I?ll describe how a culture for innovation can be developed - and then look at where innovation might take us with a glimpse into the future. This will include a brief look at the critical importance of innovations in the field of test to the success of the processor core business as we move into the era of 65nm and below.