"The skill of reframing is not in the idea. It lies in the capability to reset people’s mental models."
Haydn Shaughnessy of Forbes wrote an article about the importance of reframing as an innovation skill (read the article here). He asserts that the most valuable skill needed in today's innovation landscape isn't invention, but reframing.
Everyone knows that new ideas are everywhere. Haydn says, "The skill of reframing is not in the idea. It lies in the capability to reset people’s mental models." A reframer has the ability to "reframe a problem, reframe an explanation, reframe a theory or proof, even reframe the way organizations function and what they are for."
Haydn uses the example of Steve Jobs reframing Apple as a music company, a mobile telephony company, a tablet company and even a TV company.
I would suggest that Apple has done such a good job at reframing that the original frame of Apple computing (desktop computers, and an efficient operating system) has been almost forgotten.
Bringing this together, Haydn says the most important skill for companies to be innovative is reframing and it isn't even in the innovation research.