We live in a world where detail counts. Where big innovative ideas aren't necessarily at the core product/ service level, but on the fringes. Part of the augmented product. Part of the detail.
Apple is a great example of an innovative business that focuses it's innovation lens on the detail.
Apple didn't invent the cellphone, but they made the detail work in an incredibly intuitive and 'human' way.
They didn't invent the mp3 player, but with the iPod they focused on the detail of making it sleeker and smaller with the engaging 'click wheel' interface.
Apple didn't invent the online music store, but they got the detail right.
So, sweat the small stuff and innovate in the fringes.