Larry Witzel discusses a nine-step framework for driving innovation in church ministry. He emphasizes that innovation begins with a burden or a holy discontent rather than a budget or brainstorming session. The process involves listening, defining the problem, researching, hypothesizing, testing, measuring, learning, and repeating until a breakthrough is achieved. Witzel encourages celebrating both successes and failures as part of the innovation journey, highlighting the importance of partnering with the Spirit in the process.