In our current innovation mindset startups with limited resources funded by venture capital are doing all the 'disruption'. Yet the primary reason startups fail is lack of product | market fit. Under the new paradigm large organizations can create nimble divisions that drive innovation based on deep market knowledge instead of guesswork or hunches. Especially in energy markets -- future innovation can come from anywhere -- even larger more traditional organizations. Let's all work together to reach the energy future we need for the next generations.