Introduction Innovation will, probably, always remain among the hardest issues for the companies that have achieved certain success. When one starts a brand new business, it is clear that it has to keep in pace with time; when the business performance sways back and forth, innovations often turn out to the key to improving the current state of affairs. However, when a company already is a success, maintaining its high standards often turns out to be very hard. Despite the fact that at present, Canadian National Railway is at the top of the list of the most successful companies in Canada, it is most likely to face a number of challenges in terms of tackling the competition issues unless the company, mainly because of the lack of initiative concerning its innovation strategies. Chosen Strategy Among the latest breakthroughs that the Canadian National Railway Company has had since recently, the idea of resorting to a more environmentally friendly policy must be mentioned, as the 2012 report on the Canadian railroad transportation services says (CN Railway Explores Natural Gas to Reduce Emissions from Trains). The strategy that brought the company at the top of the list of the Canada’s most successful businesses, the given approach seems to have been working well for the CN Railways for an entire year. However, now that the environmental awareness has died down, the fact that the CN Railways is now making its customers a part of the plan for saving the Earth has clearly worn out its welcome. While CN railways is yet enjoying its triumph, there are obvious signs that the company has stuck. Current Issues However, now everything seems to flow well in the Canadian National Railway Co. According to the recent news, there have been a couple of railroad accidents that must have brought the amounts of customers’ trust towards the company down a few notches. In addition, the fact that the company has been using the same approach for several years running seems rather sad. As long as the environmental awareness policy was a thing, it was natural to hear the CN emphasizing its pollution-safe concept; now that being environmentally aware is taken for granted, the emphasis on what should go without saying seems weird at the very least. Means to Address Emerging Problems According to what White says in her paper, among the key factors of the Canadian National Railway’s triumph, which allowed the company to become one of the most successful railroad companies in the state, the deficiencies of its few competitors must be named firsthand. Indeed, when taking a look back at what made the company so remarkable, one must mention the fact that success has always cared about keeping its services updated, unlike its rivals. In addition, the fact that the latter were quite few can also be considered the basic reason for the company’s success. In the XXI century, however, the Canadian National Railway Company seems to have taken a back chair to maintaining the strategy that made it hit the list of the top hundred most successful organizations in Canada, and it clearly needs new means to boost the customers’ interest. Seeing how the environmental craze has become less influential since recently, it will be req