My answer to What is the importance of creativity and innovation in business?
Answer by Ken Larson:
Both are at the heart of developing a niche.
A niche is a place none of your competitors have gone in terms of products and/or quality of service.
It is unique to you and your business and grabs the customer with its newness, its performance factors, its appeal and its value.
Steve Jobs was a master at using creativity and innovation to achieve the above objectives. He used the ideas of others, but put a niche twist on them with anticipatory innovation and creative packaging and marketing.
Result: Products the customer did not know they needed but could not do without.