When you are in business there is more than likely many businesses that are like yours that are trying to get an upper hand over you in the industry. Once a company has had consistent success for a long time, it is easy to become relaxed and comfortable where their company is now. The issue with that is that they have hundreds of other companies that are not successful in the market. that want to be a successful company. So, they constantly innovate new products to influence the market and it just takes them being right a couple of times till they have an advantage over the successful complacent company.