TOTAL INNOVATION: INTEGRATING INCREMENTAL DEVELOPMENT WITH UNANTICIPATED, DISCONTINUOUS INNOVATIONS An airline has a multitude of subsystems such as reservations catering, maintenance, in-flight services, and entertainment systems. SIA does aim to be a lot better but just a bit better in every one of them than its competitors This not only means constant innovation but also total innovation- innovation in everything, all of the time. Importantly, this also supports the notion of cost effectiveness. Continuous incremental development comes at a low cost but delivers that necessary margin of value to the customer