If you’re at ILTACON, chances are you think change and innovation are important. But Lisa Bodell, author and CEO of business consultancy futurethink, had one key question for attendees of the opening keynote at ILTACON 2018: Why is it so hard to do, and why aren’t we doing a better job of it?

Ultimately, Bodell said, “What we say we do and what we do are two different things.”