Many people are cynical about innovation, viewing it as just another passing fad. However, innovation is not a trend, but rather an essential tool for growth and differentiation in a market that is rapidly changing. While many executives prefer to focus on short-term cost-cutting measures, they need to understand that innovation is both important and urgent. Increasing consumer demand, rising global trade, and growing competition all demand innovation as a means of staying relevant with consumers. While there is some additional fluff that can accompany new concepts, innovation remains a crucial component of organizational success.