What if we started to change the way we think about innovation, and brands put their heads together with customers? We could step out of the race for new features and benefits and focus on truly transformative ideas. There seems to be a pervasive approach to make new things that benefit customers. The approach is to fill gaps in the current marketplace or make a better version of an existing product. Although well-intended, these innovations are often incremental and open the door to being one-upped very quickly.