Karen Tilstra is the co-founder of the Florida Hospital Innovation Lab. In this conversation, Karen emphasizes the intent of the Innovation Lab, which, not surprisingly, is innovation. However, the process to innovation is often overlooked. Karen describes it as a "multifaceted journey of learning, of discovery, of openness." In other words, innovation isn't instantaneous, nor does it happen in a silo. When a brand thinks they know what's best for their customers—instead of interacting with those customers—it's often the beginning of the end. Karen details Sears' downward spiral as an example. Next, Karen questions the value of the typical enterprise growth mentality. Is "grow or die" a myth or a reality? True, meaningful innovation involves the application of certain soft skills that aren't immediately apparent. Karen drives their importance home in this insightful, outside-of-the-box conversation.