Quite simply, innovation is about doing things differently. The impact of which disrupts the way things were and eventually obsoletes the old way of doing things.
Customers are very fickle, they may love what you have to offer today, but they will leave you tomorrow if a disruptive competitor offers them a better, faster, or cheaper alternative. Amazon is probably the best example of this constantly adding new more attractive options that can be acquired with just a “click”, and soon with just your voice.
Social media has allowed consumers to participate in innovation by sharing their problems–the source of all innovation. The easier you can make the purchase of anything the more successful you will be a la Amazon.
The goal of marketing is to create a need in the mind of the customer. This was Steve Jobs primary innovative talent. He was able to marry technical functionality with design sophistication and produce devices that were uniquely different, and the epitome of cool.
Once you can create that need you are not competing with anyone. The challenge then becomes to sustain that innovative culture like Apple, Amazon, Google, and others have been able to do by perpetually resolving problems have one after another. Jobs was uncanny in his ability to anticipate consumers needs before they even knew they had them.
Peter Drucker, the guru of modern management, said so elequently: “business is about innovation and marketing:.