Nowadays it’s an overused word, you will find corporation speeches using this word 50 times because it shows a dynamic organization that is leading the market. Almost everybody is used to read between lines these corporate speeches, and you can feel that the use of the rhetoric is excessive: “hey guy!, isn’t that an oxymoron?”
Ideas that changes the market, such as accessibility, functionality, price, style, whatever that makes the market to change.
Learn from history is key to understand the importance of innovation, Toynbee’s theories about civilizations describes how civilizations prosper when they effectively motivate their population to creatively contribute to society. When creative capacity dissipates the civilization begins its descents.