Incremental innovation Commonly used method by most established companies which focuses on improving or creating a new product or service with specific goals in mind, which are: 1- Grow profit for already existing products 2- Protecting the business model, they have at the current time 3- Create a new business model without harming current ones. This approach is not as risky, which is why is more popular. Most well-known companies to use this method is Apple. Apple made a lot of changes to their iPhone in the past 10 years, however, the product has remained easy to use, and changes are easy to adapt to. Radical innovation Radical innovation is complicated as it’s a complex process. One of the most accurate ways to describe it, is as the “Blue Ocean Strategy”. It means that the company is creating a new market rather than competition in an existing one. For Example, VR became huge, as it became it’s own market, with companies only focusing on creating VR content, and consoles rather than just joining an existing market like the video games market.