Innovation won’t cut it. It needs reimagining. And it’s here – not only in adding new toppings but creating a different meal entirely – that the power of innovation can’t even begin to hold a candle to imagination.

We still talk about “innovation,” but this term now applies almost exclusively to the products and services we offer, not the means by which we produce them.

And yet in too many cases, this is what business has been reduced to: the artful packaging of meaningless distinctions as true differentiation.