Creativity is an asset

The biggest asset we have is our creativity. Businesses must constantly innovate or die. 

Companies that didn't innovate followed those who took over their market share via innovation:

Hollywood Video > Redbox and Netflix

Blockbuster > Redbox and Netflix

Microsoft > Apple

GMC > Toyota

Sony > VIZIO

Apple > soon to be Google

Here is a simple diagram of a companies "real" life cycle.