Creativity as responsibility?

I'm excited to be taking a Marketing class on new product development this semester. What's most intriguing is that our instructor is emphasizing creativity and innovation, which has never been directly addressed in any previous course I've taken.My professor made one comment on this topic that stuck with me ever since. He said that most companies seek small innovations. These innovations typically revise existing products, but don't result in anything dramatically new. This makes sense b...