What is innovation? It is When Apple launched its first generation of iPhone. It is when wUber started its ridesharing revolution. It is when Netflix built its realm of video streaming. It is when Canon made copier and printer small enough for small business and families. Innovation can be categorized in many ways. One way to categorize innovation is to classify it based on two dimensions: the technology it uses and the market it operates in. In this video, we use a 2by2 innovation matrix to visualize the four most common types of innovation.