ABSTRACT
Innovation is the moment in which human behaviour as outcome, is being changed by a particular invention, discovery or event, which in this work is referred to as an innovation object. As desire is constant, innovation is also a constant and, according to Joseph Arbuckle of Phoenix Partnerships in Toronto, business is the variable. Apple Corporation is such enterprise and the example of business as the variable. Apple consistently delivers on the definition of innovation as a behaviour outcome, by creating culture, not products. The proposition that innovation is a behaviour outcome is informed in part by the author's strategic foresight work for large organizations, and by his academic practice at the Rotman School of Management, and the Ontario College of Art and Design in Toronto. Pre-Competitive Innovation is the capability of redefining and reformatting products, services and systems that realign people's needs and wants, with the potential of new technology, and the capabilities of organizations.
