BusinessWeek’s special report on innovation should be a wake-up call to corporate communications, advertising, marketing and public relations professionals everywhere. Its message is stark, but simple: design firms, anthropologists, socialists and consultants are partnering with corporations like P&G and GE to figure out how to innovate around customer needs and design all new products and services. Instead of abdicating this role to others, communicators should be acting as "innovation catalysts" within the organization, leading discussions, workshops, etc., that are focused on catching up with, and leap-frogging, the P&Gs. Sadly, though, too many of us are caught up with justifying our existence and providing the "same old, same old." Those communicators who do wake up and begin playing pioneering roles in innovation discussions will reap the rewards.