Professor Vijay Govindarajan discusses his "Three Box Solution" for innovation: managing the present (Box 1), selectively forgetting the past (Box 2), and creating the future (Box 3). Box 2, often overlooked, is crucial for overcoming past strengths that hinder future innovation. He uses the Hindu gods Vishnu (preservation), Shiva (destruction), and Brahma (creation) as a metaphor. The solution involves creating a dedicated, but linked, team (Box 3) that respects, but doesn't solely rely on, the existing business (Box 1). Reverse innovation, learning from emerging markets, is a key Box 3 strategy. The biggest hurdle isn't ideation, but execution, requiring mindset, structural, and process changes. Business education needs to emphasize Box 2 (forgetting) and incorporate more diverse case studies from emerging markets.