A great quote from one of Seth Godin's podcasts: "I can't tell you what to do, but what I can tell you is you need to find a way to do it."
That's right. There's no magic pill. There's not one thing you can follow. The whole point of innovation is to do something different and ask for something bolder. And that's what's scary. Scary yet effective.
To draw a couple points together, the fact that every person has to find their own way to kill the lizard themselves speaks to their unique strengths and can speak to their company's unique culture. There is strength there. This is what can make you indispensable to the market. That's why you have to find this scary, bold, exciting place in yourself.
Interestingly enough, in another podcast of Seth's I listened to, he said that his prediction of businesses that will be the quickest to succeed and stay successful in the future are those that truly address and see the individual in each of their customers and clients.
Podcast #1: http://www.ducttapemarketing.com/blog/2010/01/26/talking-linchpin-with-seth-godin/
Podcast #2: http://media.startupsuccesspodcast.com/StartupSuccess057.mp3