When Apple launched the iPod and iTunes, the company didn't just create products; it fundamentally changed people's relationship with music and how they engage with it forever. eBay didn't just create a marketplace for auctions; it transformed the shopping experience and the role of community feeling. Similarly, Google didn't invent the search engine for the internet, but it certainly changed how advertisers find their customers and pay a lot of money for it. All of these are good examples of how the concept of true innovation has become a driving force behind the success of many companies.