Imagine the simplest product possible, something that has only a single ingredient, ideally a pure commodity, abundantly available, utterly bland and indistinguishable in its appearance, form, and taste. To make this even more interesting, imagine that this product can also be obtained for free.
What latitude could there possibly be to innovate with that sort of a product? It’s hard to imagine a bigger challenge. Yet our lack of imagination here is only a testament to our lack of creativity in how well we can innovate the process of innovation itself.