- It must involve expensive and technical R&D, so as to invent something new.
- It is about repackaging the same product or service in superficially different ways; such as the use of improved packaging or processes.
- It is about looking or sounding different, or simply saying you are different; achieved primarily via advertising and PR.
- It is about being different purely for the sake of being different; as an end in itself.
There is nothing inherently "wrong" about any of these approaches. I call these myths because:
(a) They distract us from the fact that with a bit of work and consciousness, any business, large or tiny, can become more innovative my tapping into the innate creativity and individualities of their people; and
(b) Despite the prevalence of lip service to innovation, it isn't a hollow fad to be indulged by those with bid advertising budgets. Innovation is the opportunity for every business to evolve into the next level.