Creativity as problem identification and innovation can be defined, can the ideas as idea selection, development and marketing can be defined.
There are various methods to improve the problem identification and idea generation, and as different processes, the idea selection, development and commercialization to improve. While there is no sure fire route to commercial success, these processes improve the probability that good ideas are generated and selected and that investment will not be wasted in the development and commercialization of these ideas.
The simple definition of innovation represents a break with the past, something new. However, a crucial aspect that many innovators do not check the power of emotional attachment to existing products, processes and practices.
Two good examples are New Coke and British Airways.
The problem of loss of market share to Pepsi to solve, Coke came up with New Coke to see that existing customers equated with coke with America itself. Not only does Coca-Cola grew a symbol for America, but Coke with America in the twentieth century. He was as American as the arrogance and Thanksgiving. Change it meant to spoof the identity of persons.
British Airways was renamed by removing the national flag on the tail fin and modernization with drawings of art and crafts from around the world. Unfortunately for the clients and auditors. To rethink public outcry BA and return to his old self real Brit.
The emotional attachment is a factor along the S-curve, a model can be measured to predict the practical obstacles that may inhibit successful innovation.