What Companies Must Do

Note to companies that run those tedious commercials boasting of how innovative they are: Many consumers aren’t all that keen on innovation. Asked in an Ipsos-Reid poll to cite the factors that “matter the most” in shaping their opinion of a company, 29 percent of respondents included “innovation, creating new products and services.” Nearly twice as many pointed to “how the company treats its customers” (57 percent) and “producing high-quality products or services” (55 percent).