What is Innovation

I was researching innovation..... and this is a standard definition


"The design, invention, development, and/or implementation of new or altered products, services, process, systems, organisational structures, or business models for the purpose of creating new value for customers and financial returns for the firm" - US Dept of Commerce.

What does it mean.... my interpretation

"The creation of new shit to add value to customers for financial returns"

Easy

why do people make things so difficult!!