zappos

Zappos started off selling shoes, which isn't inherently innovative, but they do it better than anyone else. Their customer service is a model for any and all types of business. It's what separates them from the pack. It's interesting to think about how something so simple but often neglected can turn an idea which sounds like it would have been novel ten years ago (selling shoes and now clothes on the internet) into a cutting edge one. Check out this article on the company.