Innovation?

innovate
ĭn'ə-vāt‘ – to introduce something new
from latin innovāre – to renew, alter

to create noticeable change in a process or product
an ipso facto characteristic of experimentation

• implies significant change (scale? or threshold?)
• not the change itself, rather...
• the desire to change or the recognition that change occurred
• the result of concerted effort toward other goals
• not something that can be focused on independently
• implies an agenda of experimentation
• in practice, implies tolerance for failure

in short - innovation is not a goal it is a result
so stop talking about "innovating" and start actually "experimenting"