Innovation 
Innovation is more than just a buzzword. It's a requirement for competing in an era of unprecedented creative output.
From the iPod, to Google, to the emergence of "professional-amateurs", innovation is everywhere. We must not only adapt to this innovative world - we too must innovate.
RECOMMENDED READING »
The Houdini Solution: Put Creativity and Innovation to Work by Thinking Inside the Box
Ernie Schneck
While the conventional wisdom says you have to think outside the box if you want to think creatively, The Houdini Solution argues that many of our biggest innovations have come from embracing our limitations.
Success Through Failure: The Paradox of Design
Henry Petroski
From the clumsy packaging of Aleve pain reliever to the space shuttle Columbia disaster, this engrossing study mourns and celebrates failed designs that spur further improvement, leading ultimately to success.
The Medici Effect
Frans Johansson
Johansson, founder and former CEO of an enterprise software company, argues that innovations occur when people see beyond their expertise and approach situations actively, with an eye toward putting available materials together in new combinations.
SUCCESS STORIES »
Apple
The iPhone, iPod, and the new iMacs and iBooks embody the culture that Apple has established with its clients - cutting edge, simple, and "nerd chic". This culture has created a loyal customer base that prizes its identity and resists shifts toward the mainstream, such as Apple's new deal with Intel.
Under Armour
The company makes athletic apparel that has a tight fit and quick-drying, lightweight material. Their first product was an undershirt that kept its shape and color and removed sweat from the body. This and other innovative products are used by professional and amateur athletes alike.
Under Armour's first pivotal moment came when it spent all of its cash for a half-page ad in ESPN magazine, a move that is credited with keeping the company in business.
Jones Soda
Jones Soda made personalization an integral part of its brand long before most companies thought to cater to each customer. In fact, many credit Jones Soda with starting the trend in 1998, when it began selling "My Jones" personalized bottles. By visiting www.myjones.com, customers can upload photos and order personalized 12-packs of soda.
The company's commitment to customization allows them to have a unique relationship with their customers. In the words of founder and CEO Peter van Stolk, "Everything at this company is about sharing ownership of the brand with our customers. This is not my brand. This is not our soda. It belongs to our customers."