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'Very little is new in Innovation.' is very true yet few people understand that. Also combining innovation with an ongoing process of continuous improvement to deliver value is a good way to consider it. It's about continuously improving on the previous state rather than moments of brilliance (though they can happen too); along with a mindset to do better and grow. I always agree with fast feedback loops too.

However, and not to be controversial, but there are times in business and other endeavours when we really have to step back, tear it all down, and start again. In our industry, we talk about legacy, and that evolves in lots of ways. It's not that innovation didn't serve us well back in the day we were creating this legacy, it's that innovation can only go so far. Eventually, we need either invention or disruption to do the job that innovation can't.

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