There is a problem with innovation. Many of the research methods used for strategic and design innovation are not up to the task. They are holdovers from market research or are simplified versions of tools borrowed from other fields of research, like ethnography. In either case, they cannot provide the kind of understanding or grounding in people’s lived experience to meet the requirements of design and strategy innovation. Because the world is only becoming more complicated, and innovations impact on people’s lives and the environment are only increasing, it is important that we work to fulfill the promises of human-centered research. We must use a better form of research so we can create positive interventions into people’s lives and resist the reductionist, damaging, and wasteful tendencies of design thinking research and HCD (human-centered design). This book shines a light on this problem in innovation research and provides directions to overcome it by developing a radical human-centric approach.