The reality is sometimes markets don't exist for very good reasons. It might be that there isn't a deep customer need. Or the economic model is just hard to pull off. Or maybe there is a regulatory barrier.

Most companies are built to execute today's business model, not discover tomorrow's.

In my mind, so-called "cultures of innovation" really boil down to one word: curiosity.

Of course if you are launching a new business you can thinking about revenues, profits, and so on, but metrics such as customer satisfaction or employee retention might be meaningful if you are focusing more internally.

I think it is only in hindsight that you can determine whether something is a mistake or not.

Data about an innovative idea is rarely crystal clear.

The most important thing here is to largely ignore what customers say, and instead watch what they do or track where they spend money.