Truly being innovative is very difficult and presents most people or companies with a series of challenges. In mind the biggest is maintaining it.

Innovation means always being uncomfortable and constantly disrupting yourself. I see a lot of startups or entrepreneurial people who WERE innovative and used it to create a company or rise up the ranks but then became comfortable with the thing they did get there. Eventually others catch up and they are no longer innovative or disruptive despite thinking they are. Innovation is a mindset that's easy to lose when comfortable or successful so pushing people to thrive on that edge of discomfort is critical

Secondly innovation is all relative so you need to make sure that the peer set you are surrounded by is pushing it to the limits. If you are surrounded by people comfortable with the status quo then very incremental changes will seem much more drastic or impactful as they are in reality. It's important to create the right contexts and in this case use social pressure to be 'more innovative' as something that pushes (without taking this to the extreme).

Happy to discuss innovation or building the write innovation culture more in depth. There's a lot of other components like how incentives are set up etc.