“Innovation” or”innovative” are probably the marketing department’s most over used term, narrowly pipping “leading provider” in the lead. Now sometimes the product or service is genuinely innovative. It breaks the pattern of thinking, it gives a different perspective, it leapfrogs the competitive and breaks the rules.
Innovation I LOVE.
But the marketing claiming something that it, at best, a slight improvement on the previous iteration is NOT innovation.
A classic example I spotted on the packaging of a roll of toilet paper. The label says “innovation in paper hygiene”. It looks and feels like any other paper toilet roll. Innovation it is not. Innovation would be when it automatically senses that you have eaten a very hot curry, and therefore pre-chills each sheet of paper.
Or automatically aligns itself (A or B) based on the preference of the person about to use it.