Innovation is a big part of a business strategy especially if the business is thinking of expanding and be competitive. Businesses always have to innovate at every level and need to develop a strategy that will harness the market trends, as opposed to reacting to them. Find ways to innovate the product or services by making sure that customers are involved by doing feedback surveys, workshops, social interaction, and constantly listening to them and based from what they are telling, use it to improve the products and services. It also makes the customer feel involved and part of the company, which bring customers closer to the company and incentivized to tell it to their community and friends about the company, this acts as a true two-way relationship. identifying what the customer needs is very important and one critical issue is estimating potential demand, and by looking at how much consumers have the discretionary income to be able to afford your products and services.