You are what you innovate

Individuals and corporations are comfortable with their current states, making it difficult to innovate outside of familiar contexts. Innovation requires the willingness to change and the willingness to innovate in new areas, even if they are unfamiliar. By innovating only within familiar contexts, individuals and corporations limit the potential for success and unintentionally narrow the scope for innovation even further. Businesses that are what they innovate may find it challenging to innovate further without a significant shift in focus or solution.