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How would one support innovation in socialism?

I am genuinely interested how such a thing would be done. I understand that it wouldn't be as hard as with communism, but I can't think of any way to encourage companies to make better (genuinely better) products. I remember how my mother told me how in her days (she lived in the DDR) there wasn't really any reason to be better than another company, as they would all be payed equally.

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