Innovation is essential for businesses to stay ahead of the competition. Market competition is fierce, and companies need to evolve to remain relevant constantly. 91% of marketers lead and support innovation initiatives, and 62% are solely responsible for such initiatives; this shows that businesses recognise the importance of innovation and are investing more resources into it. However, innovation is not accessible, and it requires a lot of hard work and dedication. Marketers need to be creative and open-minded to develop new ideas that will resonate with consumers. They also need to have the courage to take risks and experiment with new marketing strategies. Only by constantly innovating will businesses be able to stay ahead of the competition.