There is often confusion over the terms "creative thinking" and "innovation". Many view them as one and the same, but in reality they are very different. One means ideas, the other means action.
The term "innovation" on its own can offer several possible meanings. Innovation has to be about output - the act of doing something, either to improve an existing product or process, or invent something entirely new. The "laziness test" is an effective way of identifying good innovation - does it make my life simpler, easier? Does the product that has been through the innovation process perform in more efficient ways for me?
I view innovation and innovation policy as more than focusing on new ideas. An idea is not enough to qualify as innovation. It is about outcomes and providing the means to experiment with new concepts. Innovation is not an aim in itself, but a tool to achieve what the market is looking for in terms of constant improvement.