TOTAL INNOVATION: INTEGRATINGINCREMENTAL DEVELOPMENT WITH UNANTICIPATED, DISCONTINUOUS INNOVATIONS An airline has a multitude of subsystems such as re servations 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 the notion of cost e continu ous incremental development comes at a low cost but delivers that necessary margin of value to the customerthe notion of cost e continuous incremental development comes at a low cost but delivers that necessary margin of value to the customer 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