Would we like to come up with the next market disrupting innovation for our business? Of course! But holding this as the only example of what innovation is will set you back. Not only will you not get operational improvements, it is very difficult to ever get to disruptive innovation without an innovative culture in place. You can establish that culture through incremental innovation. Start small and build up so that everyone understands what innovation is and how to get there.
Collectively your innovations will make your business even more successful than it is today. What are you waiting for? Let's innovate!