Buddha said: " The only constant in life is change" Business is changing faster and faster. Technology is constantly changing, global companies are affecting prices, customers are changing behaviour, etc. Creativity and innovation is the KEY factor. Charles Darwin said: " It is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change." In our society we fight to be the stronger. Maybe because we see the BIG fish eating the small fish. I get it! But be careful! Don't find a bigger fish. Going back to innovation, I think we have the wrong concept. Let me ask you a question? What's innovation for you? - An invention - Changing something. Maybe you are thinking, my business id working right now, why should I change? But what exactly is innovation ? However, innovation is often also viewed as the application of better solutions that meet new requirements, unarticulated needs,