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The term incubator conjures up images of a cosy, safe and secure environment for young to flourish. As they grow, they leave this protective environment and step out into the world. We apply this concept to start-ups too. Since their introduction in the late 1950s, incubators have become synonymous with the innovation system; providing a supportive milieu for fledgling start-ups. In exploring new ways to innovate, organisations have adopted the concept, originally devised as a municipal stimulus measure, for internal gain. Now corporate incubators enable organisations to mirror the start-up community by sharing a dedicated innovative space for the commercialisation of ideas. This sits well with todays workforce who favour work environments focused on creating something they value, in building connections and a strong community.