Because people are reluctant to change, there must be an external force pushing people to innovate. All innovation is initiated because of an external force that causes people to want to change what they are doing for one of four reasons.
These reasons are known as innovation triggers.
Some triggers are caused by regulation, some by a required strategic thrust or response, some by operational requirements and some because of financial needs.
Understanding what triggers someone to want to innovate can help you understand whether or not you have a market for a product or service and how to sell to best capture that market.