I’ll never forget this mention from Werner Vogels’ 2013 keynote at Amazon re:Invent. He said that, while “huge, one off innovations are important” so are things that they can always innovate against. These things are core concerns to their customers and so improving in these areas directly translates into value for their customers
And one final quote from that same talk.
“If you want to increase innovation, you have to lower the cost of failure” - Joi Ito