 Here's the problem with talking about your company or your products as innovative. In a very subtle way, when you tell someone that your products or company is focused on innovation or is an innovative solution, what you're actually saying is, look how smart we are. We did this new thing that nobody's ever done before. And that's not what your customers need. Your customers might really need the new, innovative solution that you're bringing to the market. They might really need the new, better, faster, improved way that your products can be installed or the materiality of it. But when you say that it's innovative, you're focusing on the process to get to it, not the result that it delivers.