Innovation, which can be defined as "creating value in new ways," isn't limited to radical changes in technologies, products, and manufacturing processes. It can also help frame and position brands – or even whole organizations – and provide new access routes to markets. Fortune magazine described Coca–Cola as the world's most innovative company because of the creative ways it has found to add value to a product that has not essentially changed in 95 years. Innovation can also take the form of new ways of working, new business processes and infrastructures, and better staff management and career development.