When I talk about innovation, one of the companies I always mention is Apple. Of course, some would argue that Apple is no longer innovative. However, almost everyone would agree that Apple has produced a number of innovative products in the past, particularly the iPod, iPad, and iPhone. 

However, when it comes to the topic of innovation, creating products is only one type of innovation—and it may not even be the most interesting. Let me highlight five areas in which some highly successful companies have innovated in ways that go beyond products. These are all things to think about as you try to find your mafia offer for the market. 

• Customer Experience 
• Super Service 
• Financing 
• Talent 
• Business Model