This paper describes a process for stimulating this engagement to develop a shared understanding of systemic problems, challenge prevalent institutional logics, and identify individual and collective actions that change agents might undertake to stimulate system innovation. To achieve this the process included (i) multiple actors from the agricultural innovation systems, (ii) steps to prompt reflexivity to challenge underlying institutional logics, (iii) an iterative process of practical experimentation to challenge current practices, and (iv) actions to encourage generative collaboration.