Make things that people want to buy.
Really, that's about it. In the private sector you will either be doing this or working for someone that does it. And when it comes to innovation, it's wierd when you think about it: humans have lived thousands of years without [whatever it is you invented]. So why would they want it? The thing is humans are curious creatures, always interested in new things, so it's always possible to get them to try new things. (It's not always about innovation though, sometimes it's about being more efficient and winning on price.)
(Also contained within this directive is the (sad) fact that you can spend quite a lot of time focused on the 'want' side, manipulating people into wanting to buy something.)
The innovation route is a daunting task. There is already so much good stuff out there, created by people no less intelligent or diligent than yourself. But that innate human restless, curious quality will always favor the underdog, so why not make new things that people want?
That's my story, and I'm sticking to it! Good luck, Dan!