Everyone wants to make innovation an everyday, everywhere capability of their company. But, just about everyone, and leaders especially, don’t know how innovation really works or how to actually support innovation.

I’ve worked with some of the biggest, and most dynamic companies in the world to build the innovation process into their businesses. Below, I’m pleased to share my five truths about innovation that most of us get wrong–and how to get them right.

If you really want to innovate, you need to make it a deliberate part of your process. You can’t start at the moment innovation happens, but you can create an environment of constructive conflict where risks are taken, and efforts are honestly evaluated. If you deliberately allow room for innovation in your process, you’ll get results and grow. If you don’t, you’ll just be one of the many who wants innovation but can never seem to get it.