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Innovation in business? Where?

So for the past couple of years I have been reading and hearing about the innvoation’s in business, in life in general, and so I started to think to myself what is the definition of innovation?

Webster definition:
1: the introduction of something new
2: a new idea, method, or device : novelty

So I started to look around at the claim’s of innovation and check them against the above definition. What I discovered, and what I expected, is that the claim’s of innovation aren’t really true.

The car companies are constantly claiming innovation. But what is truly “new” about their products? Perhaps they offer more technology, better amenities, faster bigger engine or an updated exterior design. But is this really innovative?

Computer companies constantly claim innovation. Every updated computer is innovative. Every new mobile device is innovative. But is that true. What is innovative about these devices? True, they are smaller and more compact due to smaller components and improved technology. But again I think innovation doesn’t really apply here. Just because the devices get smaller doesn’t make them innovative.

To be clear, I am not saying that there haven’t been actual innovations. What I am saying is that the word innovation is over used and applied too much to any product.