1. Continue to innovate in order to stay ahead of the competition. Being a moving target is much harder to hit than standing still and resting on existing (innovation) laurels. Apple has done this well during the decade from 2001–2011 (as detailed in Chapter-Case 1). Amazon is another example of a company that has continuously morphed through innovation, 64 from a simple online book retailer to the largest e-commerce company. It now also offers consumer electronics (Kindle tablets), cloud computing,
and content streaming, among other offerings.