Innovation...

Innovation may be finding new uses for old products. A sales-man who succeeds in selling refrigerators to Eskimos to prevent food from freezing would be as much of an innovator as if he had developed brand-new processes or invented a new product. To sell Eskimos a refrigerator to keep food cold is finding a new market; to sell a refrigerator to keep food from getting too cold is actually creating a new product. Technologically there is, of course, only the same old product; but economically there is innovation.

The Essential Drucker
Peter F. Drucker
C Collins Business - HarperCollins