After rereading the Intro to Idea Work (Carlsen, Clegg, Gjersvik), I was left thinking of the two sides of innovating.
Usually I'm left simplifying the emotional and the functional impact of creation.
but the two sides of the idea work is really the impact of the product, and the way creators work to get there.
as described in Idea Work;
"the stories about innovation that are capable of powering breakthrough and collective way of getting there".