Innovation is key to solving business challenges and increasing profits. While many see innovation as just research and development, the innovation process can be used to solve any business problem. Not all innovations will be hugely successful, but continual iteration and innovation will move a company forward faster than other approaches. The document then lists best practices of top innovators, such as getting customer feedback early, using data to guide decisions, making decisions with the future in mind, and having a process that allows for fast testing and evaluation of ideas.