Innovate, Innovating, Innovation:
“Make changes in something established, especially by introducing new methods, ideas, or products.” en.oxforddictionaries.com.
“The effort to create purposeful, focused change in an enterprise’s economic or social potential.” Classic Drucker, Peter Drucker.
“Innovation is the creation, development, and implementation of a new product, process, or service, with the aim of improving efficiency, effectiveness, or competitive advantage.” Government of New Zealand