The great pressure for “innovation” comes at least partly from the buy in of senior executives in the notion promulgated by numerous thinkers that the only really sustainable competitive advantage is the capability to out innovate the competition.

However, in the rush for new products and processes, some have forgotten the real outcome of successful innovation is cash, andĀ  common sense, discipline, and experience get thrown away in the rush for the newest thing, that more often than not adds little value to the customer experience.