The word “innovation” buzzes around business today. Every startup professes to be innovative, and writers, academics and industry leaders stress the need for a “culture of innovation” in journals, news and inflight magazines. For those of us with a mandate to innovate — especially those with Innovation in our title — should we worry that the term will go stale?

In fact, I worry more because I see so little deep innovation. Rather, I find too many companies over-selling merely better inventions.

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