Not Innovating only works when the entire industry has reached a certain point. Printers obviously have, the innovation that is happening sucks, and the market is likely retracting as more things move digital only.
But if you look at, say, fashion, it's clear that the market still needs "innovation" (by that I mean new fashions, new trends, etc). If you stop doing this, you don't get the next generation, and your customers slowly age out and your market shrinks. Forget about growth, de-growth is literally unsustainable, and businesses need to be sustainable.
Identifying whether the market needs the innovation or not is hard. Smartphones are in a weird place right now where each generation feels a little less convincing, and people are starting to talk about whether innovation is needed. We're not quite seeing the rise of "Brother" like products yet, but we are seeing an increased focus on longevity which is likely an early indicator.
But if you look at, say, fashion, it's clear that the market still needs "innovation" (by that I mean new fashions, new trends, etc). If you stop doing this, you don't get the next generation, and your customers slowly age out and your market shrinks. Forget about growth, de-growth is literally unsustainable, and businesses need to be sustainable.
Identifying whether the market needs the innovation or not is hard. Smartphones are in a weird place right now where each generation feels a little less convincing, and people are starting to talk about whether innovation is needed. We're not quite seeing the rise of "Brother" like products yet, but we are seeing an increased focus on longevity which is likely an early indicator.