Abstract The book Unrelenting Innovation by Tellis (2013) is about building a culture of innovation within firms. This book essay makes an attempt to summarize, compare the propositions in the book that culture is the answer to achieving continuous innovation in firms. The well-researched book looks at three traits and three practices to reach to the right culture in an organization. The traits are developed over years of market dominance and the practices can be used to push the organizations towards the path of continuous innovation. The book is backed with research and case studies from firms which have succeeded at innovation and those which have failed. An alternate solution to the incumbent's curse!