Hubby and me were talking about how companies deliver innovation. For example companies like Apple are extremely innovative, they bring to market products with the word 'Innovation / Patents' literally written all over it. Products, that consumers like me only expected to be available in another 2 years time.
This is so drastic in comparison to the norm where customer requirements known today are only addressed in a product which will be released hopefully in another 2 years time. I guess it all boils down to how serious a company perceives innovation and how important it is for their brand to be associated with being innovative.