Nell'epoca della società della conoscenza, il vantaggio competitivo di un’azienda deriva dalla competenza di generare intuizioni strategiche in modo sistematico ed applicarle al processo di innovazione.

Jamming has become a popular way to unearth innovations — bringing together people of many different backgrounds to creatively brainstorm around a company's competitive challenges, expressed as "problem statements." Yet although the process is widely hyped, many companies struggle to make them work.