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.