A stubborn belief, of how business should be done, that must be overcome in order to implement an operational innovation. -- A generic process that is the primary aim of any business entity. -- A strategy that focuses on setting a product or service offering apart from the competition, making it unique. -- Any factor that prevents a system or process from achieving a higher level of performance. 1. Constraint 2. Constraining Assumption 3. Differentiation 4. Value Creation