In this thesis the subject innovation and the change of meaning is in focus. The purpose of the study is to present a new dimension of innovation as a change of meaning together with the cases we’ve studied. It is discussed throughout the article if theories of perception and association can affect the organization and its ability to create meaning-changing innovations. The industrial robotics is a market in need of, perhaps, if not other markets but of finding new ground that results in the change of meaning. What happens when you stand at the intersection of main areas in the field of innovation? Is it possible that meaningful change can be found here, amongst radical innovation and industrial robotic arms and it’s technology? Our methods were interviews and prior research complementing the cases we’ve presented. We want to show how meaning can change various dimensions. Together with a perceptual theory and an innovation theory we’ve found out that meaning and innovation can go hand in hand.