For a company to do this once — i.e. have one successful product — can mean they have created an innovation, but it doesn’t mean the company is innovative?
Because to be an innovative company, means to be able to repeatedly identify and create new products and have them succeed in the market. A lot of companies can do it once, but to do it 2, 3, 4 or more times is what it means to be innovative. It’s a characteristic of the company, not simply an activity the company engages in.
Nice piece from Saeed at On Product Management. Yes, to be an innovator more than once is the trick. And it has to be baked in to the company culture.