“Innovation means doing something new” (Wycoff, 2003. p.5). While it can be risky, I believe innovation leads a company to sustainability (Kinicki & Williams, 2013). By encouraging innovation, a company can increase the creativity and trust of employees, while expanding their markets. I think it is important to expect a level of failure with innovation. If employees are reprimanded for failure, it can discourage them from speaking up the next time they have an idea. In my opinion, employees should be rewarded for innovation, even failed innovation, as original ideas are required for it to work. Some disadvantages of innovation are funding and expectation shortfalls. Innovation may sound like a good idea, but allowing the resources and money