# Innovation > The alternative to "innovation" is not this binary opposite, however, but creative adaptation to ever-changing needs in ways that are shared and convivial. > > – [[Free, Fair and Alive]] > In the capitalist economy, companies are said to shoulder the risks of creating and marketing a product, even though their research and development budget is often subsidized by taxpayers and even though they often displace risks and expenses on to consumers, the environment, and future generations. > > – [[Free, Fair and Alive]]