"This won’t work; we’ve tried it all before, and it hasn’t worked; we’re doing fine, why bother with new approaches ..." Whenever people complain, blame or moan, they express – however unproductively – their inner pain because some of their deep-felt values have been violated. By helping individuals or teams unearth the positive motivators (qualities, values, needs) that drive their negative responses, and bringing them to the table in a constructive manner, the awareness that has arisen in the process can be mobilised for finding fresh alternatives on how to create solutions that include diverse qualities/values/needs present. The process offers a fresh perspective on the potential of negativity in the workplace. Combined with the communication skills needed (such as appreciative attitude, listening, empathy, dialogue), it can be a powerful tool for turning conflict into collaboration at any stage of innovation process.