This IDC Buyer Case Study describes a public sector organization that is following the government's advice on innovation, research, and technology. Innovation underpins all key strategic pillars for the Liquor Control Board of Ontario (LCBO). It is being driven through the entire organization but has at its heart the two LCBO innovation centres established in the past 24 months. The innovation game changes, depending on the type of organization. The rules for the public sector are different. Government, including Crown corporations such as the Liquor Control Board of Ontario, the focus of this document, is not like commercial businesses. Government has goals and rules beyond bottom-line profits. While many of its stakeholders expect the LCBO to act like a business, it must also follow regulations and processes that may restrict and delay the impact innovation can have on an organization. The complexity of LCBO's mission that includes optimizing asset value and social responsibility creates tension, challenges, and opportunities.