Anything wrong with incremental INNOVATION?

A comment on my post Commoditize your customer's behavior got me to think about an important question... whats wrong with innovation being incremental? As a marketer my life's mission is to delight the consumer through experiences, I endeavor to improve life, engage each and every one of the consumers, shoppers in everyday acts of joy.

If that excitement and difference comes through small incremental changes in the way they live life itself how does it matter?

To me, the essence of innovation is in developing a value proposition that creates the impetus for change through new brands and new touch points.

Not every innovation needs to be disruptive! Innovation just needs to create new experiences.