Companies should focus on creating products that are ethical, sustainable and irresistible to consumers, instead of worrying about coming up with the next disruptive innovation, Umair Haque writes. The pursuit of innovation often devolves into the search for novelty, he notes, instead of creating something valuable. "The challenge of the 21st century isn't entrepreneurial as much as it is creative: learning to create fundamentally better stuff in the first place," he writes.

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