Nowadays, is common to listen in almost every conversation “innovation” term. Everything must be “innovative”. However, innovation is not the same for everyone.
In the market there are good and bad designers, good and bad clients, all sort of competition and prices. All of them are some of the components of the game to play.
After the “premium” stage where design acts as quality mark, good design should become a “commodity”, a component of the welfare society we take for granted.