We focus on the growing research into non-traditional sources of innovation, such as user- and employee-driven innovation (EDI). This work embraces the notion that individuals other than top executives are able to contribute to innovation, regardless of their position in the organization. This provides a mechanism through which to increase work engagement and employee motivation, and address issues of autonomy, competence and seeing one’s own work contribute to the overall success of the firm. We provide an in-depth theory-building examination to contribute a rich description of how different employees engage in this process and the implications.