Innovative companies are willing to reinvent their image. Some business experts theorize that companies have to reinvent themselves every decade or so in order to survive. While that might be a bit extreme, it is true that a company’s willingness to reinvent itself and to broaden or change its focus is an incredibly important aspect of innovation. After all, if your company comes up with a great idea, no amount of innovative thinking does any good if you neglect to implement it because it seems outside the company’s focus. History is full of examples of companies that have flourished because of their willingness to reinvent themselves, their brand, and their product line.