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The Cult Of Innovation

Consumers don't need purple ketchup or Crystal Pepsi. They need meaning

By Dan Saffer

A flood of recent articles, books, podcasts, and blogs offers the following advice to businesses in today's global marketplace: To remain competitive, you must innovate, innovate, innovate. You must spread innovation throughout your company like fertilizer, the experts exhort. And everyone within the organization—custodians and executives alike—had better embrace innovation lest they imperil the company itself. The I-word is everywhere, becoming this generation's "efficiency" or "Total Quality Management." Indeed, BusinessWeek's newest supplement calls itself in: Inside Innovation.