Innovation is essentially the process of creating changes that generate customer value, meaning it is inherently Customer-Centric to begin with. We chose to spell out “Customer-Centric” before “innovation” nonetheless, in an attempt to correct the then prevalent in-house misconception that innovation equals “invention” or simply the act of bringing something new to market. No matter how amazing some technological breakthroughs may be, they are not innovations if no customers see enough value to pay for them.