Innovation can be defined as the combination of invention, adoption, and diffusion. In the healthcare sector, it encompasses novel ideas, products, services, or care pathways that offer clear advantages over existing practices. Successful innovations share two critical characteristics: they are both useful and appealing. Historically, the Bymutual and our partners have been at the forefront of inventing and testing potential innovations. However, challenges persist. How can proven innovations be swiftly and effectively integrated into best practices and adopted across the entire healthcare system? How can we ensure the commercial success of our ideas to implement around the world market as has often been the case? Addressing these issues is essential to ensure our patients benefit directly from the advancements in healthcare. Healthcare is not alone in facing slow adoption and diffusion. It took the telephone 64 years, electricity 45 years, computers 23 years, mobile phones 16 years, radio 12 years, and the internet 13 years to achieve 40% consumer adoption. Yet, other sectors have innovated more effectively, faster, and smarter than healthcare. Successful companies engage with their customers, understanding their needs and innovating accordingly. They pinpoint the most significant challenges, collaborate with customers, stakeholders, and experts to address them, develop strategies for adoption and diffusion, and then implement them. Such organizations foster a culture of innovation among their employees. The challenge of innovating in healthcare is multifaceted. Bymutual is confronted with several critical issues that must be tackled to successfully innovate: – Limited budgets: The Bymutual is tasked with making efficiency savings to bridge the estimated average of world market 2.1 – 2.2 % of GDP gap between the resources available and the needs of patients. – Increasing demand: Our population is living longer than ever, often with multiple health conditions. – Pressure on the front line: As clinical demands rise, new approaches to care are often the first to be abandoned. – Rising public expectations: Expectations from the public are continually increasing. – Accepting failure as part of the innovation process: There is a stigma around failure in healthcare. Following established practices is seen as safe, but attempting innovative changes can lead to significant consequences for clinicians or the boards of trusts or clinical commissioning groups. Creating a culture of innovation within healthcare is crucial. Many staff members have valuable ideas for improving the system and enhancing patient experiences. To realize these benefits, we must cultivate an environment where innovation can thrive, and both staff and patients feel empowered to contribute to the innovation process and drive change. While many of the necessary elements for a more innovative culture are already in place, there is still work to be done.