There’s so much talk about innovation in business that one important fact is often overlooked. Innovation is almost always about simplifying things. It’s about solving a problem in a simple, elegant, intuitive way. We often think innovation means coming up with wild ideas, but it almost always begins with an existing problem, and when it ends well, it ends with the most direct path between the problem and the solution. Take a long look at your customer experience. What problems do your customers have? How can you simplify life for them? Profits lurk in that answer.