We are living in the world that increasingly facing with more dynamic, complex unpredictable business context. So, the random innovation are not able to keep the long term competitive advantage of the company and even their survival, so long term success of companies is depended on innovativeness, but Iranian company leader and researcher pay less attention to this matter. So, in response to this need, in this paper we will analysis the innovation and innovativeness concept and their difference. Then, we shall describe the main characteristic of innovative organization, and phases of designing and implementing of this organization. Finally, the challenges and prospect that they are facing with shall be explained.