Innovation is not always good — it can backfire. Good innovation helps to grow a brand in the marketplace and results in more customer love. Bad innovation does the opposite. Companies would be better off doing nothing than innovating badly. Many public companies innovate on a regular basis because they think they have to. After all, they must keep their investors happy. That means they must increase sales and revenue, year after year. That’s a pressure all public companies share, and it often results in a shorter-term view of the world.