Also discussed by Burken was the fast and loose usage of the term "innovation". While managers are focused on the next best ground breaking product revolution, they loose focus filling the market with new fangeled products that rarely meet customer expectations.
I feel the point that Burken is driving home is that the processes through which a perceived "innovative" company goes through to reach success is rarely focused on innovation; but, at simply being good at what they do. When approaching a business problem, one should be concerned with finding what customer want and being the best at providing it. Through this process, you, your company, and your product will reach the status of the elite business innovators.