Nike

In 1970 Bill Bowerman poured rubber onto his wife’s waffle iron – the intent was to create a new kind of sole for athletic shoes. Nike continues to have an “innovation kitchen” to combine customer insights with the latest technology.

jetBlue

By understanding what customers didn’t value (think food service), jetBlue changed the airline industry by providing what customers wanted – low fares, great entertainment, etc.

Netflix

Netflix didn’t invent new technology but challenged the established entertainment industry by creating a new way to rent DVDs. Netflix innovated by leveraging and combining two existing “technologies” – the DVD and the U.S. Postal Service.

Google

Google challenged how employees should allocate their time at work. Google’s approach – 70/20/10. Employees spend 70% of their time working on main projects, 20% on adjacent projects and 10% on personal pet projects that may or may not prove useful.

Apple

Apple is consistently ranked as one of the most innovative companies in the world. Consider how Apple revolutionized the music industry with iPod and the cell phone industry with the first “smart” phone.

Target

Target has reinvented the definition of a discount retailer by bringing affordable, good design to the mass market. From clothing to toaster and furniture, Target has become a “go to” source for home décor and personal items.

Virgin Atlantic

Virgin Atlantic has captured the niche market of customers who want more than a low cost fare. With innovative designs, including mood lighting, Virgin Atlantic brings the air travel experience to a whole new level.

Innovative Company

Not Innovative Company