Over a decade ago but under two decades ago, larger companies discovered employees didn't like the word change, so change was rebranded as innovation. Also, ov

Over a decade ago but under two decades ago, larger companies discovered employees didn't like the word change, so change was rebranded as innovation. Also, over a decade ago but under two decades ago, larger companies also discovered shareholders didn't like the work creativity, so creativity was less re-branded, more cast aside for the noble sounding innovation. Now we have innovation. Process improvement and incremental change that has existed since before Edward Deming and others started to formalise something, though certainly a modern approach to statistics is useful, and has been under continuous change, and re-branding, since. I feel the examples in the article, the formerly-known-as 'cutting out the middle man' now re-branded as innovation (SIPOC-focused re-engineering?) or using cheaper cuts of meat/produce (which chefs and kitchens have sought to do since cooking became mainstream in pre-history times) aptly summarise how sweepingly all-encompassing, and correspondingly vapid, the term has become.