Session to showcase the importance of innovation and its central role in the team's values. It outlines four principles for driving maximum business impact: focusing on real customer problems, experimenting outside the box, fostering collaboration, and treating people as assets. This talk will describe the current state and ideation process to solve problems in the Sales Engineering support area, illustrating the process of driving problems to conceptual solutions and PoCs. Key learnings emphasize creativity, collaboration, and breaking down problems into small steps.