By far the greatest flow of newness is not innovation at all. Rather, it is imitation.

Quote of the Week 27

"By far the greatest flow of newness is not innovation at all. Rather, it is imitation."
― Theodore Levitt


"Imitation is not only more abundant than innovation, but actually a much more prevalent road to business growth and profits."


Triggered by the inflationary use of the term "innovation" in marketing new products. Theodore Levitt already diagnosed the same more than half a decade ago in his 1966 Harvard Business Review article "Innovative Imitation" summarized here.

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