Disruption is the ANSWER

Pablo Picasso phrased it better when he said:" Every child is an artist, the problem is staying an artist when you grow up".
But, the problem is that, everybody wants to grow up and loose our childishness behind. And yet, we still want to remain innovative. With our stiff, fearful and programmed adult minds, there is very little room for innovation within us, thus the typical adult and brands / companies stand to achieve very little innovation.
Think for a minute about the common characteristics of great innovators of this 21st century, compiled by a strategic writer called Rebecca O. Bagley. She said:"The characteristic of great innovators and great companies is they see a space that others do not. They don’t just listen to what people tell them; they actually invent something new, something that you didn’t know you needed, but the moment you see it, you say, ‘I must have it."
If disruption brings change, and the change is often the desired end goal for individuals and business. Why then are companies resistant to disruption and innovation in their actions? Many companies or brands do ask; but, half the question that was once asked by Thomas A. Edison: "There's a way to do it better, "FIND IT".The last part of his quotation which brands and companies, struggle to implement. The finding part of this so-called better way. The fundamental mistake many brands or companies make when innovating is they have an “inside out” versus “outside in” strategy: “what can we make?” instead of “what does the consumer need and how do we make it?”
Companies who listen better, will innovate better, although listening to what consumers want does not always guarantee success in innovation, however, an incremental innovation will be effected and consumers are most likely to remember brands that try to meet their needs.