Innovation models should give insight into the success and failure of generating new business. Considering the high degree of complexity, it is proposed to view such models at different levels of abstraction. It is also proposed to make feedback an essential property of the process model. The result of this new line of thinking is an integrated environment for the creation of new business. In this multilayer environment, innovation is positioned as the interconnecting activity between the development of new technology and the provision for unsatisfied needs, and the involved process model is represented by a circle of change. In this circle of change, creative design plays a dominant role.