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This paper investigates the framing and redefinition of innovation challenges as an approach to generate creative solutions in the field of project management.

The study applies the Innovation Challenge Canvas (ICC), a new conceptual model that redefines innovation challenges. The research undertakes a review of the literature in the field of project management, followed by seven in-depth interviews with innovation directors to ascertain the professional view. Finally, usefulness of ICC was tested in three case studies.

An innovative approach focusing on redefining a challenge instead of proposing solutions to a problem fosters creative thinking and encourages innovative proposals. This ideation challenges the organization's traditional way of managing innovation projects. The ICC provides a better means by which to manage projects that embody high uncertainty, while helping to generate more innovative solutions.

The review of the literature shows that project management has given little attention to the redefining of innovation challenges. This study aims to fill this gap by orienting and adapting the traditional literature on framing to project management. From a practical point of view, the ICC is proposed as a model that can be used to consider the most relevant elements needed to redefine an innovation challenge and enhance the management of those projects.