And the only way you coast is downhill. Not everyone will be a world-class innovator but most people can improve their level of innovation. And hire creative people. Look for people who want more than merely to become a cog on your wheel. 3M has a recruiting brochure that lists six traits of innovators.
Innovators are Creative.
They have broad interests. Innovators are highly motivated. They are resourceful. They work hard. You can turn off innovation faster than you can turn it on.