We often think of innovation as something 'out there', dangerous, risky. But that's not often the case. It can simply be different to how you currently think and currently behave as a business.
For example, have heard about the Colgate story (probably an urban myth but hey, it's a good one) where an innovative idea came from a cleaner at a conference. The Colgate team were struggling to come up with ideas to boost sales late into the night, and as a bit of a joke, asked a cleaner who was cleaning the room what she thought. Her idea was to make the hole at the end of the tube bigger - so more toothpaste was used.
Great idea. Innovative idea. But not risky.