An initiative to innovate is not enough to make an organization innovative, on this basis; organizations must have certain characteristics that would encourage innovation. One such characteristic is having a clear mission, objective, aim and strategy. These organizations normally have a relevant and unique strategy that motivates their employees to be innovative. For example companies such as Google, Facebook, and Apple have a clear strategy, which are well communicated to their employees, and they relentlessly follow these strategies. For example, one of the strategies and aims of Apples is to create sleek and beautiful telecommunication technologies, which are easy to use . Looking at this vision and strategy, it is very clear what then objective of the company is, and employees of the organization will therefore strive hard, for purposes of developing high quality technology that satisfies this strategy. Another characteristic of these organizations is that they are market leaders on whatever business field that they engage in. This is because the companies under consideration use their innovative products for purposes of achieving the strategic goals of the organization. However, it is important to understand that market leadership does not always translate to being profitable. Take for example a company such as Amazon, which has always been innovative from the beginning, establishing standards that regulate the e-commerce. However, the company was able to become profitable after a considerable number of years.