Technology environment is known for dynamic changes and a general lack of stability, which causes difficulties in researching it and determination of any common substantive values. This paper addresses these challenges and its whole argument is based not only on the known literature, but also on clear examples from history which are chosen to support some of the arguments. A key aspect of this study is comprehensive empirical research that combines indirect observation of the start-up community and environment with in-depth interviews with various participants in the process of innovation within technology companies. Interviewing and gathering information from people working and setting up innovative projects at different stages of development allowed for identifying some universal values shared by all participants of the process. The research has been summarized and the results presented in four models explaining the general method for creating effective ideas within start-up type organisations. Study presents a new approach to thinking about sparking, creating and managing process of innovation. It helps to understand determinants of effective creation of ideas within a company.
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