Today's customers want to be spoken to individually and they want products that not only perform but which reward them by being good to use. They are demanding products that reflect contemporary needs and desires and these are continuously evolving, giving rise to an ongoing refinement and change in the product offer. Today's customers want effective products and positive, memorable experiences. These are often enhanced or delivered by the intangible dimensions or attributes of the products, services and branding, often wrapped up in the design or the associated narratives that help situate the product or service within a broader cultural field. This has required companies to differentiate their offer and their products by competing on more than just price. The experiential dimensions of a product for the user can include the product interface, product support, interaction with sales staff and how satisfying the sales environment is. In a dynamic market where competition is fierce, innovation is a critical factor in achieving this required differentiation. Innovation comes broadly in two forms; tinkering with existing products to freshen them up, like a new coat of paint, a fresh application of make-up, or secondly, innovation can take the form of significant change, introducing entirely new ideas and products into the market, that challenge conventional practice.