innovating
v. B2 Upper Intermediate US //ˌɪnəˈveɪtɪŋ// UK //ˈɪnəvˌeɪtɪŋ// in·no·vat·ing
v. to introduce new ideas, methods, or products. You use this when someone is trying to make something better or different.
v. to introduce new methods, ideas, or products. Often used in the context of technological or industrial advancement.
The company is innovating to stay ahead of its competitors.
By innovating in renewable energy, the startup managed to reduce its carbon footprint significantly over the last decade.
While many firms focus on incremental improvements, true innovating requires a fundamental shift in how we perceive the problem itself, often leading to entirely new markets.