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Keeping up with technology is getting more difficult for companies as the pace of innovation quickens. Today innovations are increasingly coming from outside industries--a textile company that develops a new fiber, for example, can revolutionize the building materials industry. By fusing technologies, companies can create new products, markets, and industries, and remain ahead of their competitors. Technology fusion blends several previously separate fields of existing technology. Three fundamental principles can help companies implement a fusion strategy. First, let the market drive R&D, not the other way around, through a process called "demand articulation." Second, develop a strong intelligence gathering capability both as a defense mechanism against competitors and as a source of new ideas. Third, and most important, take part in cross-industry R&D projects.