I feel innovation is the life blood of a company. Innovation is disruptive to a company. However, it is on the edge of change that innovation is discovered. Bringing a new innovation to market takes time. I feel it takes time to learn. Learning how to do things is a slow process. However, once the innovation has gone through the research and development phase, it will add value to the company. Companies that invest into innovation have a better chance at remaining competitive. Innovation is about discovering new possibilities to add value to customers and suppliers and employees in a company. The goal for investing into innovation is competitive advantage. I feel that collaboration and communication are important in sparking new ideas that may lead to innovations.