1/30/12 Are you creating noise? Stephen Shapiro, ''Innovation Evangelist'' is author of his latest book ''Best Practices Are Stupid: 40 Ways to Out Innovate the Competition'' dispels the myths like ''thinking outside the box'' and suggests innovation means applying rigor and discipline. Ask detailed questions that have the greatest impact by defining the real problem and then asking the right question, in the right way, of the right people.