From all sides, academia is being prodded to be ever more innovative. Not only are faculty expected to create knowledge from which solutions for our social, physical, and economic ills will spring, but all segments of the university must deal with new modes of communication, new business models, and even new ways of processing thought. This article describes in detail what the author, as vice president of outreach, did "to create a culture in which innovation is the norm rather than the exception." He reminds readers that innovation is a process, not a product, and it is of critical importance to the future of higher education.