Business 2.0 - Magazine Article - Building a Better R&D MousetrapIf you are trying to work out where innovation is going, follow the leaders. But if you are a leader - what do you do? This article describes the pressures faced by Eli Lily and P & G and considers their approach to systematically bringing innovation in from outside the firm. If you have ever used P & G's Spinbrush, you may be surprised to know that it was not invented through their multi-billion dollar investment in R & D and innovation, but rather by a small outside firm that was almost explicitly created with the goal of selling itself to a company like P & G. Innovation is about new approaches - definitely keep a close eye on this trend.