“Innovation distinguishes between a leader and a follower.”
Innovation is the key to having competitive advantage or being an irrelevant commodity player. If you are responsible for a brand, market, product or a service, you must have a plan to add and articulate increasing levels of unique value, or you risk becoming forgettable and irrelevant. Innovating is one of the great creative joys of any business, because it forces one to stay on the pulse of a constantly evolving broad spectrum of market drivers. You are either a leader or follower!
A good read for this topic is “The Innovator’s DNA,” by Jeffrey Dyer, Hal Gregersen, Clayton Christensen.