What if innovation weren’t a one-time initiative, but a generational capability? In this keynote, Jeff DeGraff shares how he’s helped companies like Apple, Microsoft, and Pfizer build innovation systems that scale across people, time, and purpose. Grounded in the Innovation Code, this session helps leaders identify their unique innovation DNA and design cultures that continually generate new value. Far beyond brainstorming, this keynote delivers a roadmap for building lasting innovation competence at every level of the organization.