I disagree that we need to "keep one step ahead of the competition", and that in a business that is really based in relationships, that slow and steady, following a "keep it simple, stupid" and/or "concentrate on your core competencies" business method and not try or claim to be everything for every body, but be the very best at what you do, is actually the way to outlast and out perform your competition.
I think no one really wants to buy any extra bells, whistles, or gold covered seats on their forklifts, what they want is the best way to move their goods and products, for the least amount of money over all.