I posit that strategic innovation – the act of carrying an idea through to execution – is an act of destruction as much, or perhaps more so, then it is an act of creation. Specifically, innovation is a violent act against an extant complex adaptive system, a system whose purpose is not only to survive, but also to improve its relative position vis-à-vis others in its milieu. Moreover, innovation that happens within institutions such as corporations is an act of violence against a system animated by extant social structures who also seek to survive and improve their relative positions. The result is a system whose emergent properties actively resist innovation, a point well covered in literature. Strategic innovations, already a low probability event, can occur with greater likelihood, therefore, if one leaves the system and returns in a structured manner, a structure I propose is remarkably similar to the Joseph Campbell’s “Hero’s Journey”. Implications for the structure of strategic innovation, innovations very often at the heart of ethnographic work are discussed.