Innovation is a top priority for all established organizations, yet many companies struggle with the speed and quality of innovation and are challenged by successful disruptors and start-ups. The old ways of innovating often lack the DNA of what makes the disruptors successful: friction, passion and gut. This creates what we label ‘innovation envy’ among incumbents. There are multiple ways for large corporations to deal with this envy: simply buy the disruptor, borrow – often short-lived – agile innovation practices, or try to become more like them. This masterclass focuses on the latter: we highlight how established innovators can – in a simple way – embed the DNA of successful disruptors in their innovation research process, creating a new innovation culture.