You are the key!
Being innovative isn't keeping up with competitors, it is creating new ways, ideas, technology and always thinking ahead. If you stop development and thinking of new and better ways you are just the same as most companies out in the market.
A lot of companies just rely on clients not wanting change. That is a very small market as they quickly change their mind once their competitor starts taking their business because they are using the latest tech to help them.
You should dictate where the industry heads and what the industry is doing. The only reason our products can take market share is because we don't think about how people do things, we thing about the most efficient way they should be done and what else can help them.
If you step up to the plate and take charge of the direct your industry is heading, then you can call yourself an innovative company.
So you are the key!
Jef Lippiatt , Owner at Startup Chucktown
Making it a habit.
Document the process and/or tools you use
Make the process repeatable.