Those of us who advocate innovation as a business methodology or discipline often talk about the different possible outcomes for innovation. That's because innovation is often defined far too narrowly as a new "product". Product innovation is the most well-known, and most consistently performed type of innovation. However, there are other potential uses and outcomes for innovation, and several evolving changes in the marketplace that will require far more investment in these other outcomes. Let's look at these two points and understand why they suggest far too much emphasis is placed on product innovation, and far too little on other outcomes.