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The practical undertaking of selecting users to work as innovators and of evoking their creative potential is crucial, but underexposed in the literature on user involvement in design. This paper reports findings from a recent case of user-driven innovation, the FEEDBACK-project, where the authors prepared for and conducted selection of and collaboration with innovators. The outcome was successful in the sense that the innovators produced excellent foundation for conceptual interaction design by creating mock-ups and explanations incarnating their preferences, attitudes and habits. By referring to theories of learning we try to explain how our way of working with selection and evoking of innovators has contributed to this positive result and how our approach to user-driven innovation can be regarded as a way to combine democracy and creativity in design.