With "Innovation Digging" authors Benno van Aerssen and Tamer Kemeröz have developed an exciting new innovation method that is both highly practical as well as efficient. Innovation digging is the first method to bundle creative forces and can be used upstream of any common creativity technique employed in ideation. Innovation digging thereby improves the quality of the search for new ideas, while also improving the probability that the search will lead to the successful discovery of innovations. When using innovation digging in the quest for innovation, the ideation is synchronized with the managerial objectives early on, facilitating a well-focused and goal-oriented search process. This ensures quick results, promotes motivation within the team and prevents moments of frustration. Aimless discussions and constant resynchronization of a team are now things of the past and by putting them behind us, we can substantially reduce the costs associated with the search for innovation.