Innovation snobbery -- the belief that only earth-shattering high-tech innovations really count -- is a dangerous habit, writes Michael Schrage. Many of the most commercially effective innovations lately have been pretty basic, such as Starbucks' move into the instant-coffee market and automakers' development of cup holders. "The next time you -- or a colleague -- smirk at an innovation offering, please ask yourself: Does that sense of superiority come from what you think significant or what customers might think important?" Schrage advises.
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