Every business and every brand can be innovated.  Innovation usually benefits the innovator, and sometimes costs not only the competition but other businesses down the line.

The Atlanta airport has innovated its baggage department.  The baggage carrousels that used to be so noisy when they started up and ran are now silent.  All the metal plates that moved against one another as the belt came around have been replaced by rubber plates.  There is no grating, no noise at all.  The difference is astounding.  Good for passengers and workers, but who does this innovation financially benefit?  How will this investment be paid out?

The airport and the airlines expect up to a 80% reduction in baggage damage.  Pretty good news to passengers and to the airport and airlines.

Lousy news if you happen to be a luggage repair shop with an airport contract.  They expect to perhaps go out of business, proving another axiom of the marketplace.

“If you are not the doer, you may end up the doee.”  Thus, go forth and “DO.”