In this paper, one practice-oriented approach to incorporate nonexperts in early stages of innovation work is presented and analysed: the method of photo-based group discussions on innovation. The result is based on studies in 7 different organizations during 2013-2014. The method was developed as a response to a current innovation management problem in manufacturing companies in mid-Sweden, i.e. the problem how to enable all employees to use their talent and potential in relation to innovation initiatives on all levels. The results show how the photographs were used by the participants to negotiate different interpretations of innovation. The photographs were used for self-reflection, borrowing, inclusion and denominating actions. The results contribute to the theoretical understanding in the innovation management community of photographs in innovation processes. It does so by the introduction of the notion 'company-selfie' and the analyse of the photograph as a boundary negotiation artefact in groupdiscussion on innovation.