In this episode of "What is Innovation," Beth McDaniel, President and Chief of Administration at Reactive Surfaces, discusses the role of creativity in innovation and how to get consumers to demand innovative products. Beth shares her insights on thinking outside the box and developing new and improved products and services. She also talks about the importance of communicating the benefits of innovation to consumers so that they are more likely to demand it. This episode is a must-listen for anyone wanting to learn more about driving innovation in their business.