An established company which, in an age demanding innovation, is not able to innovation, is doomed to decline and extinction.
What is the major problem? It is fundamentally the confusion between effectiveness and efficiency that stands between doing the right things and doing things right. There is surely nothing quite so useless as doing with great efficiency what should not be done at all.
The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.
Don't try to innovate for the future. Innovate for the present!
During periods of discontinuous, abrupt change, the essence of adaptation involves a keen sensitivity to what should be abandoned - not what should be changed or introduced. A willingness to depart from the familiar has distinct survival value.