There are three Innovations in Business.
1) Technological Innovation, typically patent driven, which is why companies grow in fits and starts and breakthroughs are fewer and farther between;
2) Product Design Innovation which more often than not is practiced simply by making the old look new - i.e. turning mops into Swiffers - which is easy to copy and does not sell an incrementally greater number of redesigned mops;
3) and the most underutilized and least understood Innovation
Perceptual Innovation® leading to Perceptual Monopolies® that enable companies to:
A) Leapfrog competitors with ideas that change thinking rather than changing things with expensive and risky capital technology investment;
B) Change consumer habits and practices;
C) Reverse the effects of mature product and category (or industry lifecycles - every company's challenge in fast track consumer packaged goods categories and automobiles);
D) And, if you're a company such as Starbucks, Chrysler, GM, Ford or Home Depot desperately in the need - turn mature earnings companies back into rapid growth businesses.
This all speaks to C-level execs who are the leaders in charge of innovation driving the growth of their company. It sure isn't Chuck in product design or Larry in manufacturing/R&D.
We have a process that will readily identify the Perceptual Monopolies® you desire, if you have a competition in you that does not want to see others (rivals and competitive brands) succeed - work that also enables you to point your company's future development of technologies in the proper direction.