The market doesn't want innovation, it wants results.
Dan and Chip Heath in the November, 2010 issue of "Fast Company" magazine (page 84) put it very succinctly:
You've heard the old saying "If you invent a better mousetrap, the world will beat a path to your door." Don't bet on it. The world's felt need isn't for a better mousetrap. It's for a dead mouse.
Excellent advice for innovators -- focus on the result, not the process.
