All in a name: Lunar and Penguins
Sometimes an innovation really is in the way you present it. Take the idea of developing a probe to look for water on the moon. What would you call it? How about H2Probe, Water Explorer, X3228, or Moon Water Finder (MWF). These sound boring (at least to me). What if it was called the Lunar Penguin Program? That actually gives a visualization of birds that hang out near frozen water and it highlights the moon through the use of a synonym.
This idea is mentioned in an this week's Business Week article March Of The Lunar Penguins. The article is about Raytheon's Missile Systems group efforts to avoid becoming a horse whip factory and think about the future, to change and adopt.