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The basic premise of an innovation is novelty. Yet, novelty alone is not enough. For novel ideas to classify as innovations, they must be coupled with market success. At Wolford, we have weaved these dual forces, market acumen and novelty, into everything we have created for you since the very beginning. We embrace our masterminds and see their innovations as an essential part of our company´s DNA. The constant, fundamental search for bigger and better innovations is what allows us to continuously exceed expectations and raise industry standards as we learn and grow ourselves. In the 21st century, the playing field for individuals, companies and governments has become increasingly complex as we are confronted with profound environmental and social problems and face difficult questions about how to solve them. This previously unparalleled complexity has led to higher expectations being placed on individuals and companies. It has urged consumers as much as companies to place more critical checks and balances on the products they buy and businesses they support. For this reason, 21st century innovations have to go beyond the dual pillars of success of the past: being novel and successful. 21st century innovations need to be smart. This means that in addition to the innovation characteristics of old, innovations today need to fulfill social and environmental requirements while adding value for the consumer.