When we talk about an innovative business we're talking about a culture within a company to work together to improve itself. It's important to understand that at its core "innovation" is a cultural thing and it seeps into every part of the business - it's not just about changing one process.
This of innovation as exercise for your business. An innovative business is one that eats well and goes to the gym regularly. It takes a direct interest in its own health and focuses on the whole body - not just building strength in one area.
The outcome is a business that gets fitter day by day.