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LAS VEGAS — Realizing that failures could occur over and over and might not ever yield results is at the core of innovation, said Joe Batista, director and chief creatologist at Hewlett-Packard Co., told attendees at NACUSO’s annual conference.

Batista spoke on discovering, unlocking and unleashing innovation and shared several case studies on companies that are using intellectual capital, new technologies and the rearrangement of business relationships to produce revenue. He used WD-40, the lubricant and rust corrosion solution, as an example. The creators failed 39 times before hitting the jackpot. Hence, the “40″ in WD-40.

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