“Thinking of stuff is not innovation. Tinkering with stuff is not innovation. Even inventing stuff is not innovation. Innovation instead, when it’s done right, makes us go “wow, of course, why didn’t I think of that?” It creates complete experiences that we want to engage in. It eliminates inconveniences and hassles and improves our overall experiences. At its most dramatic, it creates entire categories of offerings, so new that we find it hard to name them at first.”