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In 2020, TDC NET, a subsidiary of the Danish telecommunications company TDC Group, established the Innovation Hub, a new organizational unit, together with its partner Ericsson Denmark. With the Innovation Hub, TDC NET sought to explore the business opportunities that the rollout of 5G, the fifth-generation technology standard for broadband cellular networks, offers in areas such as Industry 4.0 or the Internet of Things. TDC NET was proud to offer Denmark's best mobile network but margins in that business were low and competition was fierce. Offering value-added services around the implementation of 5G seemed much more attractive. But that would require the Innovation Hub to succeed with pilot projects in areas and industries that the employees working at the Hub had little knowledge about. How could they achieve this goal during the next two years? And, given the complex challenges, was the current setup of the Innovation Hub the right one or should it be organized differently?