There is a difference between being innovative and just taking an already exisiting standard one step further along the same axis.
Marty Neumeier is all abut Zagging when eveybody is zigging. And innovation (not marketpositioning as Marty is talking about) requires zagging in such a degree that it moves the whole industry into a different axis. This requires noticing the detail that everybody overlooks which fuses the idea that changes everything:
“Discovery consists in seeing what everyone else has seen and thinking what no one else has thought.” – Albert Szent-Gyorgi
“The guy who finds that tiny little anomaly that everyone else overlooked, and he says; You know what, that little thing is really important” – Dr. Safi Bachall talking to Malcolm Gladwell on creativity and Medicine.
Frans Johansson – “Innovation happens at the intersection of ideas”.
And ideas comes from perspective …
A couple of excellent examples, first; Phillips which really focuses on the use of light (and by that I am not only talking about the emittence of a light beam, but light on an extremely advanced level.) link via Putting people first
And of course, the not so new, but still imperessive Nokia Design videos on youTube.