Business cliches - words used often, habitually, and often
unconsiously - inhibit the creative process. Getting under the word into meaning and story liberates it. Just ask any work team that says they want to be more "innovative" what that actually means, and you find so many different perspectives. When you get under the word "innovation" and into what really matters, and the context and stories behind it, that is when you can start getting creative.
I find that if you say, "What if you are not allowed to say the word Innovation, then what are you saying?" it opens up a whole different level of dialogue about what really matters - what is real, not the cliche word. And sometimes it is not really anything to do with innovation at all. Then you then have a solid foundation, not a cliche, from which to really create something new.
A recent client had been saying "innovation" becuase that was in their mission statement. When we went underneath the word, a new story emerged...what they really wanted/needed first was a culture where everyone felt like they had something to contribute. Out of that came a new way of interacting a new story, and co-creating together as a team...and then "innovation" had a solid foundation from which to be engaged. Their newly agreed-upon definition of what innovation looked like for their group fit who THEY were within the larger mission, not some abstract random concept each had initially carried into the process.